Keywords play a crucial role in Google Ads campaigns as they determine when and where your ads will appear. Understanding the different types of keywords is essential for optimizing your campaigns.

• Broad match keywords allow your ads to show for a wide range of searches related to your keyword, giving you maximum visibility. For example, if your broad match keyword is "running shoes," your ad may show for searches like "best running shoes" or "buy running shoes online." While this can increase your reach, it may also lead to irrelevant clicks and wasted ad spend if not carefully monitored.
• Exact match keywords are much more targeted. They only trigger your ads when the search query matches your keyword exactly, or includes close variations. For instance, if your exact match keyword is [blue running shoes], your ad will only show for searches that include that exact term, such as "blue running shoes" or "buy blue running shoes." This precision can help improve your click-through rate and ensure that your ad is shown to highly relevant audiences, increasing the likelihood of conversion.
• Phrase match:

In addition to standard keywords, negative keywords are also important in refining your targeting and reducing wasted ad spend. Negative keywords prevent your ad from showing for irrelevant searches that are not likely to lead to conversions. For example, if you sell high-end luxury watches, you may add "cheap" as a negative keyword to exclude searches like "cheap luxury watches" from triggering your ad. By strategically using negative keywords, you can filter out unwanted traffic and improve the overall performance of your Google Ads campaigns. Remember, it's recommended to use no more than 15 negative keywords per campaign to avoid excessive restriction of your ad's reach.

Plai's way:

• In the platform you don't have the option to select the match. That's because AI will automatically select the best match. Broad is usually not in the options as it brings a higher CPC.
• You can add negative keywords in the targeting menu.
• We allow up to 15 keywords as a way of safeguarding your campaign's performance. if you need more keywords you probably need a new campaign.