When it comes to Google Ads paid search advertising, a key aspect to consider is match types. Match types determine how closely a user’s search query must match your chosen keywords for your ads to appear. In the multifamily industry, where competition is fierce, understanding the truth about match types can make a significant difference in the success of your Google Ads paid search campaigns. Let’s dive into the details.

Broad Match

Broad match is the default match type in Google Ads. It allows your ads to appear for a wide range of searches, including variations, synonyms, and related queries. While broad match can reach a larger audience, it also has a higher risk of irrelevant clicks and wasted ad spend. In the multifamily industry, where keyword relevance is crucial, relying solely on broad match is likely to lead to poor performance.

Modified Broad Match

Modified broad match gives you more control over the keywords triggering your ads. By adding a “+” sign in front of essential keywords within your keyword phrase, you can ensure that those specific terms must be present in the user’s search query for your ad to show. This match type strikes a balance between reaching a broader audience and maintaining keyword relevance. For example, using “+luxury +apartments” as a modified broad match keyword would ensure that both “luxury” and “apartments” must be present in the search query. 

Although this was Dyverse’s go to match type for a long time, unfortunately Google has made some updates over the last couple of years which has made modified broad match ineffective and no longer is part of our recommended match type approach, as it now works the same as broad match.

Phrase Match

Phrase match is more specific than broad match. By placing your keywords within quotation marks, you can target searches where the user’s query contains your chosen keywords in the exact order specified. This match type provides a higher level of relevance and control over your ads. For example, using “luxury apartments” as a phrase match keyword would ensure the search query contains that exact phrase, regardless of additional words before or after.

Exact Match

Exact match is the most specific match type available. By enclosing your keywords in brackets, you can target searches that precisely match your chosen keywords. Exact match provides the highest level of keyword precision and control. However, it also limits the reach of your ads. In the multifamily industry, where reaching potential renters is crucial, relying solely on exact match may not provide enough visibility.

Match Type Strategies for the Multifamily Industry

To maximize the effectiveness of your Google Ads campaigns in the multifamily industry, a combination of match types is often the best approach. Due to recent changes with modified broad match, we recommend using phrase match and exact match for more precise targeting and control of how your ad budget is spent.

In conclusion, understanding the truth about match types for Google Ads in the multifamily industry is essential for a successful paid search advertising campaign. In our experience Google will recommend a more broad match type, but we recommend going with either phrase match or exact match at all times to ensure that your ads reach the right audience while maximizing your return on investment. Need support with your digital marketing strategy and implementation? Schedule a complimentary consultation today.