{"id":3622,"date":"2023-06-06T14:26:15","date_gmt":"2023-06-06T13:26:15","guid":{"rendered":"https:\/\/www.ppcshield.io\/?p=3622"},"modified":"2024-02-18T09:17:06","modified_gmt":"2024-02-18T09:17:06","slug":"full-guide-to-google-ads-keyword-match-types","status":"publish","type":"post","link":"https:\/\/www.ppcshield.io\/blog\/full-guide-to-google-ads-keyword-match-types\/","title":{"rendered":"Full Guide To Google Ads Keyword Match Types"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"3622\" class=\"elementor elementor-3622\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3d7ee5a7 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3d7ee5a7\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-73950288\" data-id=\"73950288\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-33d1f00a elementor-widget elementor-widget-heading\" data-id=\"33d1f00a\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Full Guide To Google Ads Keyword Match Types in 2024-2025<\/h1>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-34aa25e1 elementor-widget__width-auto elementor-widget elementor-widget-jet-listing-dynamic-field\" data-id=\"34aa25e1\" data-element_type=\"widget\" data-widget_type=\"jet-listing-dynamic-field.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"jet-listing jet-listing-dynamic-field display-inline\"><div class=\"jet-listing-dynamic-field__inline-wrap\"><div class=\"jet-listing-dynamic-field__icon is-svg-icon\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32px\" height=\"32px\" viewBox=\"0 0 32 32\" id=\"Lager_44\" data-name=\"Lager 44\"><g id=\"Group_15\" data-name=\"Group 15\"><path id=\"Path_51\" data-name=\"Path 51\" d=\"M16,0A16,16,0,1,0,32,16,16,16,0,0,0,16,0Zm0,28A12,12,0,1,1,28,16,12.013,12.013,0,0,1,16,28Z\" fill=\"#040505\"><\/path><path id=\"Path_52\" data-name=\"Path 52\" d=\"M20.02,16H17a1,1,0,0,1-1-1V11.98A1.979,1.979,0,0,0,14.02,10h-.04A1.979,1.979,0,0,0,12,11.98v6.04A1.979,1.979,0,0,0,13.98,20h6.04A1.979,1.979,0,0,0,22,18.02v-.04A1.979,1.979,0,0,0,20.02,16Z\" fill=\"#040505\"><\/path><\/g><\/svg><\/div><div class=\"jet-listing-dynamic-field__content\">12 min read<\/div><\/div><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-41709a8f elementor-widget__width-auto elementor-widget elementor-widget-jet-listing-dynamic-field\" data-id=\"41709a8f\" data-element_type=\"widget\" data-widget_type=\"jet-listing-dynamic-field.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"jet-listing jet-listing-dynamic-field display-inline\"><div class=\"jet-listing-dynamic-field__inline-wrap\"><div class=\"jet-listing-dynamic-field__icon is-svg-icon\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" id=\"Capa_1\" x=\"0px\" y=\"0px\" viewBox=\"0 0 489.2 489.2\" style=\"enable-background:new 0 0 489.2 489.2;\" xml:space=\"preserve\"><g>\t<g>\t\t<path d=\"M177.8,238.1c0,4.5-3.6,8.1-8.1,8.1h-30.4c-4.5,0-8.1-3.6-8.1-8.1v-30.4c0-4.5,3.6-8.1,8.1-8.1h30.4    c4.5,0,8.1,3.6,8.1,8.1V238.1z M241.3,207.8c0-4.5-3.6-8.1-8.1-8.1h-30.4c-4.5,0-8.1,3.6-8.1,8.1v30.4c0,4.5,3.6,8.1,8.1,8.1h30.4    c4.5,0,8.1-3.6,8.1-8.1V207.8z M304.8,207.8c0-4.5-3.6-8.1-8.1-8.1h-30.4c-4.5,0-8.1,3.6-8.1,8.1v30.4c0,4.5,3.6,8.1,8.1,8.1h30.4    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class=\"jet-listing-dynamic-field__content\">June 6, 2023<\/div><\/div><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2c2a8229 elementor-align-left elementor-widget__width-auto elementor-widget elementor-widget-button\" data-id=\"2c2a8229\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/www.ppcshield.io\/blog\/category\/google-ads-guides\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\"><span>Google Ads Guides<\/span><\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7e79c0b8 elementor-widget-divider--view-line elementor-widget 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There are just 3 match types: broad, phrase and exact.\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzYxMCwidXJsIjoiaHR0cHM6XC9cL3d3dy5wcGNzaGllbGQuaW9cL2FwcFwvdXBsb2Fkc1wvUFBDLUd1aWRlLUFsbC15b3UtbmVlZC10by1rbm93LWFib3V0LWtleXdvcmQtbWF0Y2gtdHlwZXMucG5nIn0%3D\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"790\" height=\"342\" src=\"https:\/\/www.ppcshield.io\/app\/uploads\/PPC-Guide-All-you-need-to-know-about-keyword-match-types.png\" class=\"attachment-full size-full wp-image-3610\" alt=\"PPC keyword match types guide\" srcset=\"https:\/\/www.ppcshield.io\/app\/uploads\/PPC-Guide-All-you-need-to-know-about-keyword-match-types.png 790w, https:\/\/www.ppcshield.io\/app\/uploads\/PPC-Guide-All-you-need-to-know-about-keyword-match-types-375x162.png 375w, https:\/\/www.ppcshield.io\/app\/uploads\/PPC-Guide-All-you-need-to-know-about-keyword-match-types-768x332.png 768w\" sizes=\"(max-width: 790px) 100vw, 790px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-329b96d5 elementor-widget elementor-widget-text-editor\" data-id=\"329b96d5\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Every PPC beginner knows that doing keyword research, selecting the best keywords and implementing them in your ad copy is a must for a successful PPC campaign.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">However, PRO advertisers would agree that <strong>simply selecting strong keywords is not enough\u2026<\/strong> The secret sauce of a successful keyword strategy is using appropriate keyword match types.<\/span><\/p><p><span style=\"font-weight: 400;\">The good news is &#8211; you don\u2019t have to be an experienced PPC expert to understand Google Ads keyword match types and start using them effectively. <strong>There are just three match types to choose from!<\/strong> Let\u2019s go over all three, see examples, pros and cons and best practices for each of them. <\/span><\/p><p><strong>If you already know the basics and understand the difference between match types, navigate to the following sections:<\/strong><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-50852f02 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"50852f02\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-4503050c\" data-id=\"4503050c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-50fd305f elementor-cta--layout-image-left elementor-cta--valign-middle elementor-cta--skin-classic elementor-animated-content elementor-widget elementor-widget-call-to-action\" data-id=\"50fd305f\" data-element_type=\"widget\" data-widget_type=\"call-to-action.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<a class=\"elementor-cta\" href=\"#fraud\">\n\t\t\t\t\t\t\t<div class=\"elementor-cta__content\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-content-item elementor-cta__content-item elementor-icon-wrapper elementor-cta__icon elementor-view-default\">\n\t\t\t\t\t\t<div class=\"elementor-icon\">\n\t\t\t\t\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" id=\"Layer_1\" x=\"0px\" y=\"0px\" viewBox=\"0 0 512.001 512.001\" style=\"enable-background:new 0 0 512.001 512.001;\" xml:space=\"preserve\"><g>\t<g>\t\t<path 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data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-311d5c7e elementor-cta--layout-image-left elementor-cta--valign-middle elementor-cta--skin-classic elementor-animated-content elementor-widget elementor-widget-call-to-action\" data-id=\"311d5c7e\" data-element_type=\"widget\" data-widget_type=\"call-to-action.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<a class=\"elementor-cta\" href=\"#negative\">\n\t\t\t\t\t\t\t<div class=\"elementor-cta__content\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-content-item elementor-cta__content-item elementor-icon-wrapper elementor-cta__icon elementor-view-default\">\n\t\t\t\t\t\t<div class=\"elementor-icon\">\n\t\t\t\t\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" id=\"Capa_1\" x=\"0px\" y=\"0px\" viewBox=\"0 0 60 60\" style=\"enable-background:new 0 0 60 60;\" xml:space=\"preserve\"><g>\t<path d=\"M36.719,22h-25c-0.552,0-1,0.448-1,1s0.448,1,1,1h25c0.552,0,1-0.448,1-1S37.271,22,36.719,22z\"><\/path>\t<path d=\"M11.719,16h10c0.552,0,1-0.448,1-1s-0.448-1-1-1h-10c-0.552,0-1,0.448-1,1S11.167,16,11.719,16z\"><\/path>\t<path d=\"M36.719,30h-25c-0.552,0-1,0.448-1,1s0.448,1,1,1h25c0.552,0,1-0.448,1-1S37.271,30,36.719,30z\"><\/path>\t<path d=\"M28.719,38h-17c-0.552,0-1,0.448-1,1s0.448,1,1,1h17c0.552,0,1-0.448,1-1S29.271,38,28.719,38z\"><\/path>\t<path d=\"M25.719,48c0.552,0,1-0.448,1-1s-0.448-1-1-1h-14c-0.552,0-1,0.448-1,1s0.448,1,1,1H25.719z\"><\/path>\t<path d=\"M2.719,2h29v14h14v18h2V14.586L33.133,0H0.719v60h29v-2h-27V2z M33.719,3.414L44.305,14H33.719V3.414z\"><\/path>\t<path d=\"M58.407,37.162l-2.849-2.85c-1.128-1.128-3.094-1.128-4.222,0l-15.391,15.39l-2.121,7.779L33.305,58   c-0.388,0.388-0.389,1.014-0.006,1.405l-0.005,0.02l0.02-0.005c0.194,0.19,0.446,0.287,0.698,0.287   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elementor-element elementor-element-aee8173\" data-id=\"aee8173\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-69625fa9 elementor-cta--layout-image-left elementor-cta--valign-middle elementor-cta--skin-classic elementor-animated-content elementor-widget elementor-widget-call-to-action\" data-id=\"69625fa9\" data-element_type=\"widget\" data-widget_type=\"call-to-action.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<a class=\"elementor-cta\" href=\"#quiz\">\n\t\t\t\t\t\t\t<div class=\"elementor-cta__content\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-content-item elementor-cta__content-item elementor-icon-wrapper elementor-cta__icon elementor-view-default\">\n\t\t\t\t\t\t<div class=\"elementor-icon\">\n\t\t\t\t\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" id=\"Layer_1\" x=\"0px\" y=\"0px\" viewBox=\"0 0 392.533 392.533\" style=\"enable-background:new 0 0 392.533 392.533;\" xml:space=\"preserve\"><g>\t<g>\t\t<path d=\"M100.202,165.947c-27.281,0-49.455,22.174-49.455,49.455s22.174,49.455,49.455,49.455s49.455-22.174,49.455-49.455    S127.483,165.947,100.202,165.947z M100.202,243.071c-15.257,0-27.604-12.347-27.604-27.604s12.412-27.604,27.604-27.604    c15.192,0,27.604,12.347,27.604,27.604S115.459,243.071,100.202,243.071z\"><\/path>\t<\/g><\/g><g>\t<g>\t\t<path d=\"M200.339,379.992c-0.84-54.432-45.446-98.521-100.137-98.521c-55.273,0-100.137,44.865-100.137,100.137    c0,6.012,4.849,10.925,10.925,10.925h178.489h0.065C201.374,392.533,200.469,380.574,200.339,379.992z M22.626,370.747    c5.301-38.077,38.077-67.491,77.576-67.491c39.499,0,72.275,29.35,77.576,67.491H22.626z\"><\/path>\t<\/g><\/g><g>\t<g>\t\t<path d=\"M278.626,0C215.79,0,164.655,51.135,164.655,113.972c0,25.341,8.469,49.972,24.113,70.012l-13.123,67.943    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c6.012,0,10.925-4.849,10.925-10.925c0-8.146,4.59-15.774,12.154-20.493c13.123-8.21,20.816-22.238,20.558-37.624    C321.875,59.345,302.675,40.081,279.273,39.693z\"><\/path>\t<\/g><\/g><g>\t<g>\t\t<path d=\"M278.626,162.198c-6.012,0-10.925,4.848-10.925,10.925v4.202c0,6.012,4.849,10.925,10.925,10.925    c6.012,0,10.925-4.849,10.925-10.925v-4.202C289.552,167.046,284.638,162.198,278.626,162.198z\"><\/path>\t<\/g><\/g><g><\/g><g><\/g><g><\/g><g><\/g><g><\/g><g><\/g><g><\/g><g><\/g><g><\/g><g><\/g><g><\/g><g><\/g><g><\/g><g><\/g><g><\/g><\/svg>\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t<h4 class=\"elementor-cta__title elementor-cta__content-item elementor-content-item\">\n\t\t\t\t\t\tQUIZ: Test Your Knowledge\t\t\t\t\t<\/h4>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-db6d9c5 elementor-widget elementor-widget-heading\" data-id=\"db6d9c5\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">What are keyword match types in Google Ads (formerly Google Adwords)?<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7c72b13 elementor-widget elementor-widget-text-editor\" data-id=\"7c72b13\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">To understand the purpose of match types, let\u2019s imagine that you run PPC advertising for a 3-star gourmet restaurant and want to reach people interested in <\/span><i><span style=\"font-weight: 400;\">restaurants in Paris<\/span><\/i><span style=\"font-weight: 400;\">. Do you want to show your ads when someone searches for <\/span><i><span style=\"font-weight: 400;\">restaurant jobs in Paris<\/span><\/i><span style=\"font-weight: 400;\">? <\/span><i><span style=\"font-weight: 400;\">Coffee shops in Paris? Cheapest restaurants next to me?<\/span><\/i><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\"><strong>Match types are designed for you to give instructions to Google Ads on what keywords should trigger your ads.<\/strong> It all depends on how closely the search query matches your keyword, and YOU are the one deciding it per each keyword. Cool and very useful!\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2b47046e elementor-widget elementor-widget-image\" data-id=\"2b47046e\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.ppcshield.io\/app\/uploads\/Google-Definition-of-Keyword-Match-Type.png\" data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-title=\"Google Definition of Keyword Match Type\" data-elementor-lightbox-description=\"You are the one controlling the closeness of this match and can choose between broad, phrase and exact match.\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzYxMiwidXJsIjoiaHR0cHM6XC9cL3d3dy5wcGNzaGllbGQuaW9cL2FwcFwvdXBsb2Fkc1wvR29vZ2xlLURlZmluaXRpb24tb2YtS2V5d29yZC1NYXRjaC1UeXBlLnBuZyJ9\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1580\" height=\"800\" src=\"https:\/\/www.ppcshield.io\/app\/uploads\/Google-Definition-of-Keyword-Match-Type.png\" class=\"attachment-full size-full wp-image-3612\" alt=\"What are keyword match types\" srcset=\"https:\/\/www.ppcshield.io\/app\/uploads\/Google-Definition-of-Keyword-Match-Type.png 1580w, https:\/\/www.ppcshield.io\/app\/uploads\/Google-Definition-of-Keyword-Match-Type-375x190.png 375w, https:\/\/www.ppcshield.io\/app\/uploads\/Google-Definition-of-Keyword-Match-Type-768x389.png 768w, https:\/\/www.ppcshield.io\/app\/uploads\/Google-Definition-of-Keyword-Match-Type-1536x778.png 1536w\" sizes=\"(max-width: 1580px) 100vw, 1580px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">In other words, they help match your ads with the right search terms. <\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-55f349d2 elementor-widget elementor-widget-text-editor\" data-id=\"55f349d2\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">There are 3 types of keyword match types:\u00a0<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Broad\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Phrase match<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Exact match<\/span><\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c7f6300 elementor-widget elementor-widget-heading\" data-id=\"c7f6300\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Broad match: Examples and best practices<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4347712 elementor-widget elementor-widget-text-editor\" data-id=\"4347712\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Broad match type &#8211; just as the name suggests &#8211; reaches the broadest range of search queries related to your keyword. They might not even include any of the keyword terms, but be somehow related to the topic. <strong>This is the default match type assigned to all of your keywords.<\/strong><\/span><\/p><p><strong>PRO TIP:<\/strong> Although broad match is a default option, we wouldn&#8217;t recommend using it with all keywords. Broad match must be used with caution, otherwise you risk getting too many irrelevant clicks and fall victim to click fraud.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cf29666 elementor-tabs-view-horizontal elementor-widget elementor-widget-tabs\" data-id=\"cf29666\" data-element_type=\"widget\" data-widget_type=\"tabs.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-tabs\">\n\t\t\t<div class=\"elementor-tabs-wrapper\" role=\"tablist\" >\n\t\t\t\t\t\t\t\t\t<div id=\"elementor-tab-title-2171\" class=\"elementor-tab-title elementor-tab-desktop-title\" aria-selected=\"true\" data-tab=\"1\" role=\"tab\" tabindex=\"0\" aria-controls=\"elementor-tab-content-2171\" aria-expanded=\"false\">Examples<\/div>\n\t\t\t\t\t\t\t\t\t<div id=\"elementor-tab-title-2172\" class=\"elementor-tab-title elementor-tab-desktop-title\" aria-selected=\"false\" data-tab=\"2\" role=\"tab\" tabindex=\"-1\" aria-controls=\"elementor-tab-content-2172\" aria-expanded=\"false\">Syntax<\/div>\n\t\t\t\t\t\t\t\t\t<div id=\"elementor-tab-title-2173\" class=\"elementor-tab-title elementor-tab-desktop-title\" aria-selected=\"false\" data-tab=\"3\" role=\"tab\" tabindex=\"-1\" aria-controls=\"elementor-tab-content-2173\" aria-expanded=\"false\">Pros<\/div>\n\t\t\t\t\t\t\t\t\t<div id=\"elementor-tab-title-2174\" class=\"elementor-tab-title elementor-tab-desktop-title\" aria-selected=\"false\" data-tab=\"4\" role=\"tab\" tabindex=\"-1\" aria-controls=\"elementor-tab-content-2174\" aria-expanded=\"false\">Cons<\/div>\n\t\t\t\t\t\t\t\t\t<div id=\"elementor-tab-title-2175\" class=\"elementor-tab-title elementor-tab-desktop-title\" aria-selected=\"false\" data-tab=\"5\" role=\"tab\" tabindex=\"-1\" aria-controls=\"elementor-tab-content-2175\" aria-expanded=\"false\">Best Practices<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t<div class=\"elementor-tabs-content-wrapper\" role=\"tablist\" aria-orientation=\"vertical\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-tab-title elementor-tab-mobile-title\" aria-selected=\"true\" data-tab=\"1\" role=\"tab\" tabindex=\"0\" aria-controls=\"elementor-tab-content-2171\" aria-expanded=\"false\">Examples<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-2171\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"1\" role=\"tabpanel\" aria-labelledby=\"elementor-tab-title-2171\" tabindex=\"0\" hidden=\"false\"><p><span style=\"font-weight: 400;\">An ad with the broad match keyword <\/span><strong><i>restaurants in Paris<\/i><\/strong><span style=\"font-weight: 400;\"> might be shown for the following search queries:<\/span><i> <\/i><\/p><ul><li><i><span style=\"font-weight: 400;\">best vegan restaurants in France, <\/span><\/i><\/li><li><i><span style=\"font-weight: 400;\">cafe in Paris, <\/span><\/i><\/li><li><i><span style=\"font-weight: 400;\">restaurant jobs, <\/span><\/i><\/li><li><i><span style=\"font-weight: 400;\">paris restaurant interior design<\/span><\/i><span style=\"font-weight: 400;\">\u00a0<\/span><\/li><\/ul><\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-tab-title elementor-tab-mobile-title\" aria-selected=\"false\" data-tab=\"2\" role=\"tab\" tabindex=\"-1\" aria-controls=\"elementor-tab-content-2172\" aria-expanded=\"false\">Syntax<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-2172\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"2\" role=\"tabpanel\" aria-labelledby=\"elementor-tab-title-2172\" tabindex=\"0\" hidden=\"hidden\"><p><span style=\"font-weight: 400;\">Simply write your keyword <strong>without any special symbols.<\/strong> For example, restaurants in Paris.\u00a0<\/span><\/p><\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-tab-title elementor-tab-mobile-title\" aria-selected=\"false\" data-tab=\"3\" role=\"tab\" tabindex=\"-1\" aria-controls=\"elementor-tab-content-2173\" aria-expanded=\"false\">Pros<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-2173\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"3\" role=\"tabpanel\" aria-labelledby=\"elementor-tab-title-2173\" tabindex=\"0\" hidden=\"hidden\"><p><span style=\"font-weight: 400;\"><strong>Broad match lets you reach the largest number of people<\/strong> and gather a large amount of data about different search queries. You can learn from it and use this data in your keyword planning &amp; optimization.<\/span><\/p><\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-tab-title elementor-tab-mobile-title\" aria-selected=\"false\" data-tab=\"4\" role=\"tab\" tabindex=\"-1\" aria-controls=\"elementor-tab-content-2174\" aria-expanded=\"false\">Cons<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-2174\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"4\" role=\"tabpanel\" aria-labelledby=\"elementor-tab-title-2174\" tabindex=\"0\" hidden=\"hidden\"><p><span style=\"font-weight: 400;\"><strong>Broad match might attract irrelevant visitors<\/strong> whose search query doesn\u2019t really match your objectives and what you have to offer. It might also increase your chances of being <strong>affected by click fraud<\/strong> attacks. <\/span><\/p><\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-tab-title elementor-tab-mobile-title\" aria-selected=\"false\" data-tab=\"5\" role=\"tab\" tabindex=\"-1\" aria-controls=\"elementor-tab-content-2175\" aria-expanded=\"false\">Best Practices<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-2175\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"5\" role=\"tabpanel\" aria-labelledby=\"elementor-tab-title-2175\" tabindex=\"0\" hidden=\"hidden\"><p><span style=\"font-weight: 400;\"><strong>Make sure to use negative keywords<\/strong> for excluding potentially unwanted search queries. For example, for an expensive gourmet restaurant it would be wise to exclude the word \u2018<em>cheap<\/em>\u2019 to not appear in search results for \u2018<em>cheap restaurants in Paris\u2019 <\/em>and\u00a0not attract clicks from visitors looking for a cheap place to eat.\u00a0<\/span><\/p><\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3a46a50f elementor-widget elementor-widget-heading\" data-id=\"3a46a50f\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">\u201cPhrase match\u201d: Examples and best practices\n<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-69ee4a9d elementor-widget elementor-widget-text-editor\" data-id=\"69ee4a9d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">This match type offers you a balance between exact match and broad match keywords, with <strong>higher relevance than broad, but not as narrow as exact.<\/strong> Google Ads will show your ads for search queries that have a <strong>similar meaning and contain your keyword.\u00a0<\/strong><\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-72a1abf elementor-tabs-view-horizontal elementor-widget elementor-widget-tabs\" data-id=\"72a1abf\" data-element_type=\"widget\" data-widget_type=\"tabs.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-tabs\">\n\t\t\t<div class=\"elementor-tabs-wrapper\" role=\"tablist\" >\n\t\t\t\t\t\t\t\t\t<div id=\"elementor-tab-title-1201\" class=\"elementor-tab-title elementor-tab-desktop-title\" aria-selected=\"true\" data-tab=\"1\" role=\"tab\" tabindex=\"0\" aria-controls=\"elementor-tab-content-1201\" aria-expanded=\"false\">Examples<\/div>\n\t\t\t\t\t\t\t\t\t<div id=\"elementor-tab-title-1202\" class=\"elementor-tab-title elementor-tab-desktop-title\" aria-selected=\"false\" data-tab=\"2\" role=\"tab\" tabindex=\"-1\" aria-controls=\"elementor-tab-content-1202\" aria-expanded=\"false\">Syntax<\/div>\n\t\t\t\t\t\t\t\t\t<div id=\"elementor-tab-title-1203\" class=\"elementor-tab-title elementor-tab-desktop-title\" aria-selected=\"false\" data-tab=\"3\" role=\"tab\" tabindex=\"-1\" aria-controls=\"elementor-tab-content-1203\" aria-expanded=\"false\">Pros<\/div>\n\t\t\t\t\t\t\t\t\t<div id=\"elementor-tab-title-1204\" class=\"elementor-tab-title elementor-tab-desktop-title\" aria-selected=\"false\" data-tab=\"4\" role=\"tab\" tabindex=\"-1\" aria-controls=\"elementor-tab-content-1204\" aria-expanded=\"false\">Cons<\/div>\n\t\t\t\t\t\t\t\t\t<div id=\"elementor-tab-title-1205\" class=\"elementor-tab-title elementor-tab-desktop-title\" aria-selected=\"false\" data-tab=\"5\" role=\"tab\" tabindex=\"-1\" aria-controls=\"elementor-tab-content-1205\" aria-expanded=\"false\">Best Practices<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t<div class=\"elementor-tabs-content-wrapper\" role=\"tablist\" aria-orientation=\"vertical\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-tab-title elementor-tab-mobile-title\" aria-selected=\"true\" data-tab=\"1\" role=\"tab\" tabindex=\"0\" aria-controls=\"elementor-tab-content-1201\" aria-expanded=\"false\">Examples<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-1201\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"1\" role=\"tabpanel\" aria-labelledby=\"elementor-tab-title-1201\" tabindex=\"0\" hidden=\"false\"><p><span>An ad with the phrase match keyword <\/span><strong><i>restaurants in Paris<\/i><\/strong><span> might be shown for the following search queries:<\/span><\/p><ul><li><i><span style=\"font-weight: 400;\">restaurant in Paris for a romantic date, <\/span><\/i><\/li><li><i><span style=\"font-weight: 400;\">top restaurants paris reviews, <\/span><\/i><\/li><li><i><span style=\"font-weight: 400;\">best restaurants close to Paris,<\/span><\/i><\/li><\/ul><p><span style=\"font-weight: 400;\">It will NOT be shown for: <\/span><\/p><ul><li><em><span style=\"font-weight: 400;\">bakery in Paris, <\/span><\/em><\/li><li><em><span style=\"font-weight: 400;\">restaurants in Vienna, <\/span><\/em><\/li><li><em><span style=\"font-weight: 400;\">restaurant interior inspiration.<\/span><\/em><\/li><\/ul><\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-tab-title elementor-tab-mobile-title\" aria-selected=\"false\" data-tab=\"2\" role=\"tab\" tabindex=\"-1\" aria-controls=\"elementor-tab-content-1202\" aria-expanded=\"false\">Syntax<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-1202\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"2\" role=\"tabpanel\" aria-labelledby=\"elementor-tab-title-1202\" tabindex=\"0\" hidden=\"hidden\"><p><span style=\"font-weight: 400;\">Write your keyword with <strong>double quotation marks \u201c&#8230;\u201d<\/strong>. For example, \u201crestaurants in Paris\u201d.\u00a0<\/span><\/p><\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-tab-title elementor-tab-mobile-title\" aria-selected=\"false\" data-tab=\"3\" role=\"tab\" tabindex=\"-1\" aria-controls=\"elementor-tab-content-1203\" aria-expanded=\"false\">Pros<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-1203\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"3\" role=\"tabpanel\" aria-labelledby=\"elementor-tab-title-1203\" tabindex=\"0\" hidden=\"hidden\"><p><span style=\"font-weight: 400;\">\u00a0You can have <strong>more control over your keyword relevancy<\/strong> <strong>and reach a more targeted audience,<\/strong> but it will still be larger than what you can reach with exact match. It\u2019s right in the middle between going too broad and too specific. Safe and effective solution.\u00a0<\/span><\/p><\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-tab-title elementor-tab-mobile-title\" aria-selected=\"false\" data-tab=\"4\" role=\"tab\" tabindex=\"-1\" aria-controls=\"elementor-tab-content-1204\" aria-expanded=\"false\">Cons<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-1204\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"4\" role=\"tabpanel\" aria-labelledby=\"elementor-tab-title-1204\" tabindex=\"0\" hidden=\"hidden\"><p><span style=\"font-weight: 400;\">Phrase match <strong>might still bring irrelevant results<\/strong> if search intent is not taken into consideration and negative keywords are not used. <\/span><\/p><\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-tab-title elementor-tab-mobile-title\" aria-selected=\"false\" data-tab=\"5\" role=\"tab\" tabindex=\"-1\" aria-controls=\"elementor-tab-content-1205\" aria-expanded=\"false\">Best Practices<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-1205\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"5\" role=\"tabpanel\" aria-labelledby=\"elementor-tab-title-1205\" tabindex=\"0\" hidden=\"hidden\"><p><span style=\"font-weight: 400;\"><strong>Think of potentially irrelevant search queries that might still contain your phrase<\/strong> and fall into phrase match category. <\/span><\/p><p><span style=\"font-weight: 400;\">For example, <\/span><i><span style=\"font-weight: 400;\">jobs in restaurants in paris<\/span><\/i><span style=\"font-weight: 400;\"> contains the phrase <\/span><i><span style=\"font-weight: 400;\">restaurants in Paris <\/span><\/i><span style=\"font-weight: 400;\">and your ad might appear on the SERP page for this query. If you\u2019re not interested in recruitment and are only looking for clients, this and similar work-related queries might be problematic for you. Make sure to exclude them using negative keywords.<\/span><\/p><\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4551fbc1 elementor-widget elementor-widget-heading\" data-id=\"4551fbc1\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">[Exact match]: Examples and best practices\n<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6311d82c elementor-widget elementor-widget-text-editor\" data-id=\"6311d82c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\"><strong>Exact match type gives you the highest control<\/strong> over who sees your ad and ensures <strong>the highest relevancy, although limiting your reach.<\/strong> Your ads will only be shown on search queries with the same meaning as your keyword, allowing for small differences (plural\/singular, misspelling etc.).\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Keep in mind: unlike in the past, today&#8217;s exact match doesn\u2019t mean a 100% word-by-word match (that would be way too limiting, right?). Google Ads algorithms understand the <\/span><b>meaning<\/b><span style=\"font-weight: 400;\"> of your keywords and provide an <strong>exact match with the meaning, not just with spelling and wording.<\/strong><\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5d4a183c elementor-tabs-view-horizontal elementor-widget elementor-widget-tabs\" data-id=\"5d4a183c\" data-element_type=\"widget\" data-widget_type=\"tabs.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-tabs\">\n\t\t\t<div class=\"elementor-tabs-wrapper\" role=\"tablist\" >\n\t\t\t\t\t\t\t\t\t<div id=\"elementor-tab-title-1561\" class=\"elementor-tab-title elementor-tab-desktop-title\" aria-selected=\"true\" data-tab=\"1\" role=\"tab\" tabindex=\"0\" aria-controls=\"elementor-tab-content-1561\" aria-expanded=\"false\">Examples<\/div>\n\t\t\t\t\t\t\t\t\t<div id=\"elementor-tab-title-1562\" class=\"elementor-tab-title elementor-tab-desktop-title\" aria-selected=\"false\" data-tab=\"2\" role=\"tab\" tabindex=\"-1\" aria-controls=\"elementor-tab-content-1562\" aria-expanded=\"false\">Syntax<\/div>\n\t\t\t\t\t\t\t\t\t<div id=\"elementor-tab-title-1563\" class=\"elementor-tab-title elementor-tab-desktop-title\" aria-selected=\"false\" data-tab=\"3\" role=\"tab\" tabindex=\"-1\" aria-controls=\"elementor-tab-content-1563\" aria-expanded=\"false\">Pros<\/div>\n\t\t\t\t\t\t\t\t\t<div id=\"elementor-tab-title-1564\" class=\"elementor-tab-title elementor-tab-desktop-title\" aria-selected=\"false\" data-tab=\"4\" role=\"tab\" tabindex=\"-1\" aria-controls=\"elementor-tab-content-1564\" aria-expanded=\"false\">Cons<\/div>\n\t\t\t\t\t\t\t\t\t<div id=\"elementor-tab-title-1565\" class=\"elementor-tab-title elementor-tab-desktop-title\" aria-selected=\"false\" data-tab=\"5\" role=\"tab\" tabindex=\"-1\" aria-controls=\"elementor-tab-content-1565\" aria-expanded=\"false\">Best Practices<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t<div class=\"elementor-tabs-content-wrapper\" role=\"tablist\" aria-orientation=\"vertical\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-tab-title elementor-tab-mobile-title\" aria-selected=\"true\" data-tab=\"1\" role=\"tab\" tabindex=\"0\" aria-controls=\"elementor-tab-content-1561\" aria-expanded=\"false\">Examples<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-1561\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"1\" role=\"tabpanel\" aria-labelledby=\"elementor-tab-title-1561\" tabindex=\"0\" hidden=\"false\"><p><span style=\"font-weight: 400;\">An ad with exact match keyword <\/span><strong><i>restaurants in Paris<\/i><\/strong><span style=\"font-weight: 400;\"> might be shown for the following search queries: Paris restaurants, restorant paris, restaurant in Paris.\u00a0<\/span><\/p><ul><li><em><span style=\"font-weight: 400;\">Paris restaurants, <\/span><\/em><\/li><li><em><span style=\"font-weight: 400;\">restorant paris, <\/span><\/em><\/li><li><em><span style=\"font-weight: 400;\">restaurant in Paris,\u00a0<\/span><\/em><\/li><\/ul><p><span style=\"font-weight: 400;\">It will NOT be shown for: <\/span><\/p><ul><li><i><span style=\"font-weight: 400;\">best vegan restaurants in Paris, <\/span><\/i><\/li><li><i><span style=\"font-weight: 400;\">restaurant jobs in Paris, <\/span><\/i><\/li><li><i><span style=\"font-weight: 400;\">restaurants Paris reviews.<\/span><\/i><\/li><\/ul><\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-tab-title elementor-tab-mobile-title\" aria-selected=\"false\" data-tab=\"2\" role=\"tab\" tabindex=\"-1\" aria-controls=\"elementor-tab-content-1562\" aria-expanded=\"false\">Syntax<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-1562\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"2\" role=\"tabpanel\" aria-labelledby=\"elementor-tab-title-1562\" tabindex=\"0\" hidden=\"hidden\"><p><span style=\"font-weight: 400;\">Write your keyword with <strong>square brackets [&#8230;]<\/strong>. For example, [restaurants in Paris].\u00a0<\/span><\/p><\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-tab-title elementor-tab-mobile-title\" aria-selected=\"false\" data-tab=\"3\" role=\"tab\" tabindex=\"-1\" aria-controls=\"elementor-tab-content-1563\" aria-expanded=\"false\">Pros<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-1563\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"3\" role=\"tabpanel\" aria-labelledby=\"elementor-tab-title-1563\" tabindex=\"0\" hidden=\"hidden\"><p><span style=\"font-weight: 400;\">Exact match gives you <strong>the highest level of targeting and maximum relevancy.<\/strong><\/span><\/p><\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-tab-title elementor-tab-mobile-title\" aria-selected=\"false\" data-tab=\"4\" role=\"tab\" tabindex=\"-1\" aria-controls=\"elementor-tab-content-1564\" aria-expanded=\"false\">Cons<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-1564\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"4\" role=\"tabpanel\" aria-labelledby=\"elementor-tab-title-1564\" tabindex=\"0\" hidden=\"hidden\"><p><span style=\"font-weight: 400;\">With exact match, you can <strong>reach much lower volumes<\/strong> compared to phrase match and broad. <\/span><\/p><\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-tab-title elementor-tab-mobile-title\" aria-selected=\"false\" data-tab=\"5\" role=\"tab\" tabindex=\"-1\" aria-controls=\"elementor-tab-content-1565\" aria-expanded=\"false\">Best Practices<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-1565\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"5\" role=\"tabpanel\" aria-labelledby=\"elementor-tab-title-1565\" tabindex=\"0\" hidden=\"hidden\"><p><span style=\"font-weight: 400;\">Although exact match sounds like a perfect and most efficient way to reach the most relevant audience, <strong>you must be attentive and monitor your main metrics closely.<\/strong> Check your CPC, CPL, CPA, ROAS and make sure exact match keywords are actually delivering results and not just wasting large amounts of money.\u00a0<\/span><\/p><\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5cb5d673 elementor-widget elementor-widget-heading\" data-id=\"5cb5d673\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Keep in mind: Close variants are included in ALL match types<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5ec308ca elementor-widget elementor-widget-text-editor\" data-id=\"5ec308ca\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Regardless of what keyword match type you choose for your keywords, the following close variants are always included. Your ad will be shown for:<\/span><\/p><p><span style=\"font-weight: 400;\">\u2714\ufe0f Singular and plural versions of the keywords (both restaurant and restaurants)<\/span><\/p><p><span style=\"font-weight: 400;\">\u2714\ufe0f The mis-spelling of the keyword (<\/span><i><span style=\"font-weight: 400;\">restorant, restarant, restaurant in Peris<\/span><\/i><span style=\"font-weight: 400;\"> and so on)<\/span><\/p><p><span style=\"font-weight: 400;\">\u2714\ufe0f Queries that ignore function words like \u2018for,\u2019 \u2018to,\u2019 etc. (<\/span><i><span style=\"font-weight: 400;\">restaurant Paris romantic date<\/span><\/i><span style=\"font-weight: 400;\">)<\/span><\/p><p><span style=\"font-weight: 400;\">\u2714\ufe0f Queries with reordered words, but the same meaning (<\/span><i><span style=\"font-weight: 400;\">paris restaurant = restaurant paris<\/span><\/i><span style=\"font-weight: 400;\">)<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-50c86563 elementor-widget elementor-widget-heading\" data-id=\"50c86563\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">So, let\u2019s summarize\u2026 Which adwords match types should you use?<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5543669f elementor-widget elementor-widget-text-editor\" data-id=\"5543669f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">This largely depends on your marketing goals and objectives. In general, here are some tips on when to use each of the keyword match types:<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-3152e624 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3152e624\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-63c5d65f\" data-id=\"63c5d65f\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1444074f elementor-widget elementor-widget-heading\" data-id=\"1444074f\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<p class=\"elementor-heading-title elementor-size-default\">Broad Match<\/p>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-726c587f elementor-widget elementor-widget-text-editor\" data-id=\"726c587f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><em><span style=\"font-weight: 400;\">Should be used when:<\/span><\/em><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7e8c50fc elementor-widget elementor-widget-text-editor\" data-id=\"7e8c50fc\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">\ud83d\udce3 You are looking for <b>high volume. <\/b>You are mainly focused on the high number of impressions and clicks and not much on their quality<\/span><\/p><p><span style=\"font-weight: 400;\">\ud83e\udd16 You are not concerned about click fraud<\/span><\/p><p><span style=\"font-weight: 400;\">\ud83d\udcb0 Your advertising budget is large enough to bear the cost of unqualified clicks<\/span><\/p><p><span style=\"font-weight: 400;\">\ud83d\udd0e You are testing keywords to find the best-performing ones <\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-5377da82 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5377da82\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-3ad0294f\" data-id=\"3ad0294f\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4adbb8b6 elementor-widget elementor-widget-heading\" data-id=\"4adbb8b6\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<p class=\"elementor-heading-title elementor-size-default\">Phrase Match<\/p>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5361a220 elementor-widget elementor-widget-text-editor\" data-id=\"5361a220\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><em><span style=\"font-weight: 400;\">Should be used when:<\/span><\/em><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-57d532e8 elementor-widget elementor-widget-text-editor\" data-id=\"57d532e8\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">\ud83c\udfaf You know what your potential customers want and <\/span><b>want to target a more narrow and relevant audience<\/b><\/p><p><span style=\"font-weight: 400;\">\ud83d\udce3 Volume and relevancy are both parts of your marketing goals<\/span><\/p><p><span style=\"font-weight: 400;\">\ud83e\udd16 You want to reduce the risk of click fraud.\u00a0<\/span><span style=\"font-weight: 400;\">You want to eliminate irrelevant and invalid clicks, but without limiting the audience too much<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-34ed0fcb elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"34ed0fcb\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-32f44a88\" data-id=\"32f44a88\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2e70aa53 elementor-widget elementor-widget-heading\" data-id=\"2e70aa53\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<p class=\"elementor-heading-title elementor-size-default\">Exact Match<\/p>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-72febdd4 elementor-widget elementor-widget-text-editor\" data-id=\"72febdd4\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><em><span style=\"font-weight: 400;\">Should be used when:<\/span><\/em><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4304e4df elementor-widget elementor-widget-text-editor\" data-id=\"4304e4df\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">\ud83c\udfaf You are looking for <\/span><b>the most qualified and relevant audience<\/b><\/p><p><span style=\"font-weight: 400;\">\ud83d\udd0e You know your best-performing keywords and what your target audience is searching<\/span><\/p><p><span style=\"font-weight: 400;\">\ud83c\udfc6 Efficiency of the campaigns is your most important goal<\/span><\/p><p><span style=\"font-weight: 400;\">\ud83e\udd16 You want to reduce the risk of click fraud<\/span><\/p><p><span style=\"font-weight: 400;\">\ud83d\udcb0 Your budget is tight and doesn\u2019t allow for extra irrelevant expenses<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-340927a elementor-widget elementor-widget-heading\" data-id=\"340927a\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">How keyword match types affect your PPC performance<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7e7f6dd4 elementor-widget elementor-widget-text-editor\" data-id=\"7e7f6dd4\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">In order to effectively use every dollar of your PPC budget, you should understand how keyword match types influence your advertising results. Here are the main metrics to watch out for:<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-1d37c4f8 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1d37c4f8\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-1807c130\" data-id=\"1807c130\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-225d2ec0 elementor-widget elementor-widget-heading\" data-id=\"225d2ec0\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<p class=\"elementor-heading-title elementor-size-default\">Reach<\/p>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5e8ea25f elementor-widget elementor-widget-text-editor\" data-id=\"5e8ea25f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Each of the three match types can help you reach audiences of different sizes &#8211; broad match will help you reach the largest audience, phrase match will narrow it down and exact match will reach an even smaller audience. Based on your advertising goals, you need to decide whether you want to reach the largest audience possible,\u00a0 the smallest but most relevant, or something in the middle.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-60f77727 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"60f77727\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-20e14f33\" data-id=\"20e14f33\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-17975a74 elementor-widget elementor-widget-heading\" data-id=\"17975a74\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<p class=\"elementor-heading-title elementor-size-default\">CPC<\/p>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-633efa4f elementor-widget elementor-widget-text-editor\" data-id=\"633efa4f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Cost per Click (CPC) is influenced by many factors, and keyword match type could be one of them. Keep in mind that highly competitive exact keywords might have high CPC &#8211; make sure to set your own benchmarks and decide which CPC is reasonable and still profitable for you. In some cases allowing high CPC is justified, if your click to lead and eventually the sales conversion rate (SCR) are high enough. In other cases it might bring more damage than good. Make sure to evaluate it critically and decide for yourself. <\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-b2d32fb elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"b2d32fb\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-1688f9b8\" data-id=\"1688f9b8\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-72703dad elementor-widget elementor-widget-heading\" data-id=\"72703dad\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<p class=\"elementor-heading-title elementor-size-default\">CTR<\/p>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7ed5f45e elementor-widget elementor-widget-text-editor\" data-id=\"7ed5f45e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">It\u2019s logical that your ad will receive more clicks if the ad copy is relevant and matches the user\u2019s search intent. With a broad match, it\u2019s quite hard to be relevant for all search queries, so be ready for lower Click-Through-Rate (CTR). On the other hand, exact match is expected to match your ads to more relevant audiences and bring higher CTR. If it\u2019s not the case, make sure to double-check your ad copy,\u00a0 its relevance and attractiveness. <\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-3b0c706e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3b0c706e\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-485bfe36\" data-id=\"485bfe36\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-74b642f4 elementor-widget elementor-widget-heading\" data-id=\"74b642f4\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<p class=\"elementor-heading-title elementor-size-default\">Invalid clicks<\/p>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7dabf9ff elementor-widget elementor-widget-text-editor\" data-id=\"7dabf9ff\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Many factors affect the amount of <\/span><a href=\"https:\/\/www.ppcshield.io\/blog\/google-ads-invalid-clicks-all-you-need-to-know\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">invalid clicks in Google Ads<\/span><\/a><span style=\"font-weight: 400;\">. Expert PPC managers would agree that broad match keywords are more likely to bring you a higher amount of invalid clicks than phrase and exact match.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-760c4ff6 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"760c4ff6\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-791bf351\" data-id=\"791bf351\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-387404d3 elementor-widget elementor-widget-heading\" data-id=\"387404d3\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<p class=\"elementor-heading-title elementor-size-default\">CPA<\/p>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e9164d1 elementor-widget elementor-widget-text-editor\" data-id=\"e9164d1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">If your ads attract large volumes of irrelevant leads with low sales conversion rate, this eventually results in higher Cost per Acquisition (CPA). <\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-13ce9917 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"13ce9917\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-77c0604a\" data-id=\"77c0604a\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-36c5870 elementor-widget elementor-widget-heading\" data-id=\"36c5870\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<p class=\"elementor-heading-title elementor-size-default\">ROI<\/p>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6157755e elementor-widget elementor-widget-text-editor\" data-id=\"6157755e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">At the end of the day, we all want our ads to bring the highest ROI, right? Choosing the right keyword match type can certainly help!<br \/><\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-3e9a26bf elementor-widget elementor-widget-heading\" data-id=\"3e9a26bf\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Where to set up keyword match types in Google Ads<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-47b91ef elementor-widget elementor-widget-text-editor\" data-id=\"47b91ef\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>It&#8217;s very simple!<\/p><ol><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Go to the campaign and ad group that you want to edit, or create new ones.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\">Select <b>\u201cKeywords\u201d &gt; \u201cSearch keywords\u201d<\/b><span style=\"font-weight: 400;\"> on the menu.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\">Press the <b>+<\/b><span> button and type in the keywords, following the syntax rules for keyword match types:<\/span><ul><li aria-level=\"1\">keyword (without any symbols) for broad match;<\/li><li aria-level=\"1\">&#8220;keyword&#8221; for phrase match;<\/li><li aria-level=\"1\">[keyword] for exact match.<\/li><\/ul><\/li><li aria-level=\"1\">Save, and you&#8217;re good to go!<\/li><\/ol>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-73c5d4ee elementor-widget elementor-widget-image\" data-id=\"73c5d4ee\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.ppcshield.io\/app\/uploads\/Where-to-set-up-keyword-match-types.png\" data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-title=\"Where to set up keyword match types\" data-elementor-lightbox-description=\"Write your broad match keywords without any symbols, use &quot;keyword&quot; for phrase match and [keyword] for exact match.\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzYxMywidXJsIjoiaHR0cHM6XC9cL3d3dy5wcGNzaGllbGQuaW9cL2FwcFwvdXBsb2Fkc1wvV2hlcmUtdG8tc2V0LXVwLWtleXdvcmQtbWF0Y2gtdHlwZXMucG5nIn0%3D\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1580\" height=\"800\" src=\"https:\/\/www.ppcshield.io\/app\/uploads\/Where-to-set-up-keyword-match-types.png\" class=\"attachment-full size-full wp-image-3613\" alt=\"Instructions on where to set up keywords match types\" srcset=\"https:\/\/www.ppcshield.io\/app\/uploads\/Where-to-set-up-keyword-match-types.png 1580w, https:\/\/www.ppcshield.io\/app\/uploads\/Where-to-set-up-keyword-match-types-375x190.png 375w, https:\/\/www.ppcshield.io\/app\/uploads\/Where-to-set-up-keyword-match-types-768x389.png 768w, https:\/\/www.ppcshield.io\/app\/uploads\/Where-to-set-up-keyword-match-types-1536x778.png 1536w\" sizes=\"(max-width: 1580px) 100vw, 1580px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">There are no special settings for match types - simply use the correct syntax when adding your keywords. <\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-43bde759 elementor-widget elementor-widget-heading\" data-id=\"43bde759\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">How to set keyword match type in Smart campaigns\n\n<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-344d7bca elementor-widget elementor-widget-text-editor\" data-id=\"344d7bca\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">The nature of Smart campaigns <\/span><b>doesn\u2019t let you set keyword match types and even add your own keywords<\/b><span style=\"font-weight: 400;\"> &#8211; everything is done by the algorithm. Instead of individual keywords, Google Ads smart campaigns use keyword themes to match your ads to the most relevant audience.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">This way, you have no control over where your ads appear and no opportunity to set up how closely the search query must match the keywords. You can only rely on the algorithm of Smart Campaigns to choose the best keywords and queries.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-55fd1186 elementor-cta--layout-image-left elementor-cta--valign-middle elementor-cta--skin-classic elementor-animated-content elementor-widget elementor-widget-call-to-action\" data-id=\"55fd1186\" data-element_type=\"widget\" data-widget_type=\"call-to-action.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<a class=\"elementor-cta\" href=\"https:\/\/www.ppcshield.io\/blog\/smart-vs-search-google-ads-campaigns\/\" target=\"_blank\">\n\t\t\t\t\t\t\t<div class=\"elementor-cta__content\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-content-item elementor-cta__content-item elementor-icon-wrapper elementor-cta__icon elementor-view-stacked elementor-shape-circle\">\n\t\t\t\t\t\t<div class=\"elementor-icon\">\n\t\t\t\t\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" id=\"Layer_1\" x=\"0px\" y=\"0px\" width=\"256px\" height=\"225px\" viewBox=\"0 0 256 225\" xml:space=\"preserve\"><path d=\"M56.62,33.397c0-16.982,13.586-30.677,30.677-30.677c16.982,0,30.677,13.695,30.677,30.677  c-0.109,17.091-13.805,30.677-30.677,30.677C70.316,64.073,56.62,50.379,56.62,33.397z M225.833,164.969h-55.662v-49.741  c0-24.232-21.176-43.819-45.004-43.819H50.556C24.397,71.409,1.988,94.076,2,116.413v91.191C1.969,217.71,9.107,222.987,16.212,223  c7.122,0.013,14.212-5.264,14.212-15.396v-88.823h9.474v104.034h92.376V118.781h9.474l0.096,59.653  c-0.063,10.337,6.327,14.74,12.931,14.958h71.058C245.212,193.392,245.212,164.969,225.833,164.969z M243.783,55.217  c-6.811-4.945-15.396-7.371-25.706-7.371c-7.838,0-14.463,1.726-19.828,5.179c-7.791,4.992-12.27,13.156-13.343,24.493  c-0.093,0.7-0.187,3.172-0.187,3.172c0.513,4.992,4.712,8.864,9.844,8.864c5.132,0,9.331-3.872,9.844-8.864l0,0l0,0  c0.047-0.327,0.047-0.7,0.047-1.026c0-0.047,0-0.14,0-0.187c0.233-3.359,1.306-6.578,3.266-9.704  c2.193-3.499,5.972-5.272,11.244-5.272c5.365,0,9.051,1.446,11.104,4.292c2.006,2.846,3.033,6.018,3.033,9.471  c0,3.033-0.886,5.785-2.706,8.258c-0.98,1.446-2.333,2.799-3.966,4.059l-4.992,3.919c-4.899,3.826-7.978,7.231-9.144,10.171  c-1.166,2.939-1.913,8.258-2.193,15.956h18.522c0.047-3.639,0.327-6.345,0.886-8.071c0.886-2.753,2.613-5.132,5.272-7.185  l4.852-3.779c4.899-3.826,8.211-6.998,9.937-9.424c2.939-4.059,4.432-9.051,4.432-14.976C254,67.441,250.594,60.116,243.783,55.217z   M219.849,127.018c7.06,0,12.783,5.723,12.783,12.783s-5.723,12.783-12.783,12.783c-7.06,0-12.783-5.723-12.783-12.783  S212.789,127.018,219.849,127.018z\"><\/path><\/svg>\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t<h4 class=\"elementor-cta__title elementor-cta__content-item elementor-content-item\">\n\t\t\t\t\t\tLearn more about advantages and disadvantages of <br><b>Google Ads Smart campaigns vs Search campaigns<\/b>\t\t\t\t\t<\/h4>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6d62b3e elementor-widget elementor-widget-menu-anchor\" data-id=\"6d62b3e\" data-element_type=\"widget\" data-widget_type=\"menu-anchor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-menu-anchor\" id=\"negative\"><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-485c5126 elementor-widget elementor-widget-heading\" data-id=\"485c5126\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">How to use negative keywords in Google Ads<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7cea796c elementor-widget elementor-widget-text-editor\" data-id=\"7cea796c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">This way, you can minimize the number of irrelevant impressions\/clicks that have little to no chance to convert. Especially if you run ads with broad match keywords.. negative keywords are your best friends!\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Let\u2019s get back to our <\/span><i><span style=\"font-weight: 400;\">restaurants in Paris<\/span><\/i><span style=\"font-weight: 400;\"> keyword and imagine that we use it for advertising a gourmet steak house restaurant with an exclusive meat menu. If we go for broad match, our ads might also appear for the following search queries:<\/span><\/p><ul><li><em><span style=\"font-weight: 400;\">cheap restaurants in Paris<\/span><\/em><\/li><li><em><span style=\"font-weight: 400;\">vegan restaurants in Paris<\/span><\/em><\/li><li><em><span style=\"font-weight: 400;\">vegetarian cafes near me<\/span><\/em><\/li><li><em><span style=\"font-weight: 400;\">sushi restaurant in Paris\u00a0<\/span><\/em><\/li><\/ul><p><span style=\"font-weight: 400;\">Are they all relevant? Not really. If our restaurant doesn\u2019t offer any vegan options, sushi, and is not a cheap place for a quick meal\u2026\u00a0 we\u2019d better add those words <\/span><i><span style=\"font-weight: 400;\">vegan, vegetarian<\/span><\/i><span style=\"font-weight: 400;\">, and <\/span><i><span style=\"font-weight: 400;\">cheap<\/span><\/i><span style=\"font-weight: 400;\"> to our negative keyword list.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-59dfa4c1 elementor-widget elementor-widget-heading\" data-id=\"59dfa4c1\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Where to find negative keyword list in Google Ads<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-31d771c1 elementor-widget elementor-widget-text-editor\" data-id=\"31d771c1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ol><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Go to the campaign and ad group where you want to add the keywords.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\">Select <b>\u201cKeywords\u201d &gt; \u201cNegative keywords\u201d<\/b><span style=\"font-weight: 400;\"> on the menu.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\">Press the <b>+<\/b> button and type in the keywords<\/li><li aria-level=\"1\">Save, and you&#8217;re done!<\/li><\/ol>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-44c0621d elementor-widget elementor-widget-image\" data-id=\"44c0621d\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.ppcshield.io\/app\/uploads\/How-to-add-negative-keywords.png\" data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-title=\"How to add negative keywords\" data-elementor-lightbox-description=\"Only exclude keywords if you&#039;re 100% sure that they might bring more harm than good. \" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzYxNCwidXJsIjoiaHR0cHM6XC9cL3d3dy5wcGNzaGllbGQuaW9cL2FwcFwvdXBsb2Fkc1wvSG93LXRvLWFkZC1uZWdhdGl2ZS1rZXl3b3Jkcy5wbmcifQ%3D%3D\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1580\" height=\"800\" src=\"https:\/\/www.ppcshield.io\/app\/uploads\/How-to-add-negative-keywords.png\" class=\"attachment-full size-full wp-image-3614\" alt=\"How to set up negative keywords list\" srcset=\"https:\/\/www.ppcshield.io\/app\/uploads\/How-to-add-negative-keywords.png 1580w, https:\/\/www.ppcshield.io\/app\/uploads\/How-to-add-negative-keywords-375x190.png 375w, https:\/\/www.ppcshield.io\/app\/uploads\/How-to-add-negative-keywords-768x389.png 768w, https:\/\/www.ppcshield.io\/app\/uploads\/How-to-add-negative-keywords-1536x778.png 1536w\" sizes=\"(max-width: 1580px) 100vw, 1580px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Be smart with your negative keywords and make sure to not overdo it!<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2508be56 elementor-widget elementor-widget-heading\" data-id=\"2508be56\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Bonus: Expert PPC tips every Google Ads expert should know\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-55e73189 elementor-widget elementor-widget-text-editor\" data-id=\"55e73189\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Congrats! You\u2019ve got the basics of Google Ads keyword match types and you can see that it\u2019s not rocket science. With a bit of hands-on practice, you\u2019ll be a master of keyword match types in no time! Now, let us share some insights that not all PPC beginners are aware of.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-31e83357 elementor-widget elementor-widget-menu-anchor\" data-id=\"31e83357\" data-element_type=\"widget\" data-widget_type=\"menu-anchor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-menu-anchor\" id=\"fraud\"><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-438afa91 elementor-widget elementor-widget-heading\" data-id=\"438afa91\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">How to minimize the risk of click fraud using match types<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-48f07c98 elementor-widget elementor-widget-text-editor\" data-id=\"48f07c98\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">First of all, if you run PPC ads and don\u2019t know what click fraud is\u2026 we have a comprehensive <\/span><a href=\"https:\/\/www.ppcshield.io\/blog\/a-beginners-guide-to-click-fraud-prevention\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Beginner\u2019s guide to PPC click fraud<\/span><\/a><span style=\"font-weight: 400;\"> for you!\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">If you are already familiar with click fraud, here is something you might not know yet:<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6cdaf245 elementor-widget elementor-widget-image\" data-id=\"6cdaf245\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.ppcshield.io\/app\/uploads\/Broad-match-keywords-and-PPC-click-fraud.png\" data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-title=\"Broad match keywords and PPC click fraud\" data-elementor-lightbox-description=\"Broad match types exposes your ads to larger number of users, including click bots and fraudsters.\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzYxNSwidXJsIjoiaHR0cHM6XC9cL3d3dy5wcGNzaGllbGQuaW9cL2FwcFwvdXBsb2Fkc1wvQnJvYWQtbWF0Y2gta2V5d29yZHMtYW5kLVBQQy1jbGljay1mcmF1ZC5wbmcifQ%3D%3D\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1580\" height=\"800\" src=\"https:\/\/www.ppcshield.io\/app\/uploads\/Broad-match-keywords-and-PPC-click-fraud.png\" class=\"attachment-full size-full wp-image-3615\" alt=\"Broad match keywords and click fraud\" srcset=\"https:\/\/www.ppcshield.io\/app\/uploads\/Broad-match-keywords-and-PPC-click-fraud.png 1580w, https:\/\/www.ppcshield.io\/app\/uploads\/Broad-match-keywords-and-PPC-click-fraud-375x190.png 375w, https:\/\/www.ppcshield.io\/app\/uploads\/Broad-match-keywords-and-PPC-click-fraud-768x389.png 768w, https:\/\/www.ppcshield.io\/app\/uploads\/Broad-match-keywords-and-PPC-click-fraud-1536x778.png 1536w\" sizes=\"(max-width: 1580px) 100vw, 1580px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">While all PPC campaigns are vulnerable to click fraud, setting the right keyword match type can help you minimize the risks.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-30518737 elementor-widget elementor-widget-text-editor\" data-id=\"30518737\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Think of it this way &#8211; broad match exposes your ad to a large number of search queries and therefore opens more opportunities for fraudsters to find your ads and click on them. With phrase match and exact match you are making it harder for fraudsters to find and attack your ads. As simple as that.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Should you be scared of click fraud if you use a broad match type? No, don\u2019t be scared. Just make sure to monitor your ads carefully, check the amount of <\/span><span style=\"font-weight: 400;\">invalid clicks<\/span><span style=\"font-weight: 400;\"> and have a <\/span><b>click fraud protection software connected to your Google Ads account.\u00a0<\/b><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5fd92116 elementor-widget elementor-widget-image\" data-id=\"5fd92116\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/client.ppcshield.io\/register\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"790\" height=\"200\" src=\"https:\/\/www.ppcshield.io\/app\/uploads\/Free-14-day-trial-PPC-Shield-1.png\" class=\"attachment-full size-full wp-image-3616\" alt=\"Try PPC Shield click fraud protection for free\" srcset=\"https:\/\/www.ppcshield.io\/app\/uploads\/Free-14-day-trial-PPC-Shield-1.png 790w, https:\/\/www.ppcshield.io\/app\/uploads\/Free-14-day-trial-PPC-Shield-1-375x95.png 375w, https:\/\/www.ppcshield.io\/app\/uploads\/Free-14-day-trial-PPC-Shield-1-768x194.png 768w\" sizes=\"(max-width: 790px) 100vw, 790px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6b751fcd elementor-widget elementor-widget-heading\" data-id=\"6b751fcd\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Mind the Customer Journey and Search Intent\n\n\n\n<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-75f14585 elementor-widget elementor-widget-text-editor\" data-id=\"75f14585\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Advanced marketers are looking in-depth and trying to get inside the minds of their potential customers. Our interactions with potential customers is more complex than simply \u2018we advertise &#8211; they click &#8211; they buy &#8211; we get money &#8211; that\u2019s it\u2019. It\u2019s more of a <\/span><span style=\"font-weight: 400;\">customer journey<\/span><span style=\"font-weight: 400;\"> with many steps and touchpoints.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">You need to be well aware of how your prospects behave on different steps of the journey (and what they search for) and adjust your marketing communication accordingly. Additionally to that, think of a <\/span><span style=\"font-weight: 400;\">search intent<\/span><span style=\"font-weight: 400;\"> behind their search query. We can roughly break down search intent into 4 categories:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Navigational intent<\/b><span style=\"font-weight: 400;\"> &#8211; to find something (e.g. <\/span><i><span style=\"font-weight: 400;\">steak house Paris website<\/span><\/i><span style=\"font-weight: 400;\">)<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Informational intent<\/b><span style=\"font-weight: 400;\"> &#8211; to learn more about something (e.g. <\/span><i><span style=\"font-weight: 400;\">history of family-owned restaurants in Paris, french cuisine, how to open a restaurant in Paris<\/span><\/i><span style=\"font-weight: 400;\">)<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Transactional intent<\/b><span style=\"font-weight: 400;\"> &#8211; to complete an action (e.g. <\/span><i><span style=\"font-weight: 400;\">book a table for dinner near me, order steak delivery<\/span><\/i><span style=\"font-weight: 400;\">)\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Commercial intent<\/b><span style=\"font-weight: 400;\"> &#8211; to get info before taking a buying decision (e.g. <\/span><i><span style=\"font-weight: 400;\">Restaurant A vs Restaurant B, best steak house in Paris reviews, best places for a romantic date\u00a0 in Paris<\/span><\/i><span style=\"font-weight: 400;\">)<\/span><\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-46c115a5 elementor-widget elementor-widget-image\" data-id=\"46c115a5\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.ppcshield.io\/app\/uploads\/Types-of-Search-Intent.png\" data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-title=\"Types of Search Intent\" data-elementor-lightbox-description=\"What are the users trying to find and how can you help them get EXACTLY what they are trying to achieve?\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzYxNywidXJsIjoiaHR0cHM6XC9cL3d3dy5wcGNzaGllbGQuaW9cL2FwcFwvdXBsb2Fkc1wvVHlwZXMtb2YtU2VhcmNoLUludGVudC5wbmcifQ%3D%3D\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1580\" height=\"800\" src=\"https:\/\/www.ppcshield.io\/app\/uploads\/Types-of-Search-Intent.png\" class=\"attachment-full size-full wp-image-3617\" alt=\"Types of Search Intent: Navigational, Informational, Transactional, Commercial\" srcset=\"https:\/\/www.ppcshield.io\/app\/uploads\/Types-of-Search-Intent.png 1580w, https:\/\/www.ppcshield.io\/app\/uploads\/Types-of-Search-Intent-375x190.png 375w, https:\/\/www.ppcshield.io\/app\/uploads\/Types-of-Search-Intent-768x389.png 768w, https:\/\/www.ppcshield.io\/app\/uploads\/Types-of-Search-Intent-1536x778.png 1536w\" sizes=\"(max-width: 1580px) 100vw, 1580px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Think about the \"WHY\" behind every search query.  <\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-335a2f elementor-widget elementor-widget-text-editor\" data-id=\"335a2f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Would you agree that each of these searches needs a different answer? Now, how is it related to keyword match types, you may ask?\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">If you want to enjoy the ability of matching your ads to the user\u2019s search intent, you should use a more narrow match type &#8211; phrase or exact.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\"><strong>Broad match type will expose your ads to people from all steps of the customer journey<\/strong> &#8211; those who want your product\/service, those who are not sure, those who just want info. How can you prepare well-tailored ads for each of those audiences, if you have no idea which search terms your ads are gonna appear for? You have very limited to no opportunity to tailor your ad message for searchers with different intent.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\"><strong>Phrase and exact match can give you more opportunities, especially when used together with a negative keywords list.<\/strong> So, what is your action plan?\u00a0<\/span><\/p><ol><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Analyze the intent behind each keyword\/phrase<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Prepare ads that give relevant answers and match the search intent<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Make sure to use a more narrow match type (phrase or exact) to ensure that your ad reaches the specific target audiences that you made it for.\u00a0<\/span><\/li><\/ol><p><span style=\"font-weight: 400;\">This way you will take the most out of each keyword, reach relevant audiences and deliver relevant answers to their searches. Remember &#8211; <strong>higher relevancy &#8211; better results<\/strong> \ud83d\ude09<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-39fe1b1 elementor-widget elementor-widget-menu-anchor\" data-id=\"39fe1b1\" data-element_type=\"widget\" data-widget_type=\"menu-anchor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-menu-anchor\" id=\"quiz\"><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-2a746610 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2a746610\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-669ae9bc\" data-id=\"669ae9bc\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7151b1a2 elementor-widget elementor-widget-heading\" data-id=\"7151b1a2\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">\ud83d\udcdd Ready to test your knowledge of Keyword Match Types?<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3b385393 elementor-widget elementor-widget-heading\" data-id=\"3b385393\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">1. Which match types include close variants?\n<\/h5>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-189a8eca elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"189a8eca\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-536c8b0f\" data-id=\"536c8b0f\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2f9d687c elementor-flip-box--effect-flip elementor-flip-box--direction-up elementor-widget elementor-widget-flip-box\" data-id=\"2f9d687c\" data-element_type=\"widget\" data-widget_type=\"flip-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-flip-box\" tabindex=\"0\">\n\t\t\t<div class=\"elementor-flip-box__layer elementor-flip-box__front\">\n\t\t\t\t<div class=\"elementor-flip-box__layer__overlay\">\n\t\t\t\t\t<div class=\"elementor-flip-box__layer__inner\">\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"elementor-flip-box__layer__title\">\n\t\t\t\t\t\t\t\tPhrase and Exact match\t\t\t\t\t\t\t<\/h3>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-flip-box__layer__description\">\n\t\t\t\t\t\t\t\tClick to see the answer\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<div class=\"elementor-flip-box__layer elementor-flip-box__back\">\n\t\t\t<div class=\"elementor-flip-box__layer__overlay\">\n\t\t\t\t<div class=\"elementor-flip-box__layer__inner\">\n\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"elementor-flip-box__layer__title\">\n\t\t\t\t\t\t\t\u274c Wrong\t\t\t\t\t\t<\/h3>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-flip-box__layer__description\">\n\t\t\t\t\t\t\tAll keyword match types support close variants.\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-64d8fd7a\" data-id=\"64d8fd7a\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7967b83b elementor-flip-box--effect-flip elementor-flip-box--direction-up elementor-widget elementor-widget-flip-box\" data-id=\"7967b83b\" data-element_type=\"widget\" data-widget_type=\"flip-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-flip-box\" tabindex=\"0\">\n\t\t\t<div class=\"elementor-flip-box__layer elementor-flip-box__front\">\n\t\t\t\t<div class=\"elementor-flip-box__layer__overlay\">\n\t\t\t\t\t<div class=\"elementor-flip-box__layer__inner\">\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"elementor-flip-box__layer__title\">\n\t\t\t\t\t\t\t\tAll match types\t\t\t\t\t\t\t<\/h3>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-flip-box__layer__description\">\n\t\t\t\t\t\t\t\tClick to see the answer\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<div class=\"elementor-flip-box__layer elementor-flip-box__back\">\n\t\t\t<div class=\"elementor-flip-box__layer__overlay\">\n\t\t\t\t<div class=\"elementor-flip-box__layer__inner\">\n\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"elementor-flip-box__layer__title\">\n\t\t\t\t\t\t\t\u2714\ufe0f Correct\t\t\t\t\t\t<\/h3>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-flip-box__layer__description\">\n\t\t\t\t\t\t\tAll keyword match types support close variants.\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-21843344 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"21843344\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-33ff33f9\" data-id=\"33ff33f9\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-706ef035 elementor-widget elementor-widget-heading\" data-id=\"706ef035\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">2. What is the default match type in standard Search campaigns?<\/h5>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-59240336 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"59240336\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-2e2a401e\" data-id=\"2e2a401e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5d944a33 elementor-flip-box--effect-flip elementor-flip-box--direction-up elementor-widget elementor-widget-flip-box\" data-id=\"5d944a33\" data-element_type=\"widget\" data-widget_type=\"flip-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-flip-box\" tabindex=\"0\">\n\t\t\t<div class=\"elementor-flip-box__layer elementor-flip-box__front\">\n\t\t\t\t<div class=\"elementor-flip-box__layer__overlay\">\n\t\t\t\t\t<div class=\"elementor-flip-box__layer__inner\">\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"elementor-flip-box__layer__title\">\n\t\t\t\t\t\t\t\tBroad\t\t\t\t\t\t\t<\/h3>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-flip-box__layer__description\">\n\t\t\t\t\t\t\t\tClick to see the answer\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<div class=\"elementor-flip-box__layer elementor-flip-box__back\">\n\t\t\t<div class=\"elementor-flip-box__layer__overlay\">\n\t\t\t\t<div class=\"elementor-flip-box__layer__inner\">\n\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"elementor-flip-box__layer__title\">\n\t\t\t\t\t\t\t\u2714\ufe0f Correct! \t\t\t\t\t\t<\/h3>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-flip-box__layer__description\">\n\t\t\t\t\t\t\tAll keywords are set to broad match types, unless you modify them manually.\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-29288a4\" data-id=\"29288a4\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d5e8b3a elementor-flip-box--effect-flip elementor-flip-box--direction-up elementor-widget elementor-widget-flip-box\" data-id=\"d5e8b3a\" data-element_type=\"widget\" data-widget_type=\"flip-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-flip-box\" tabindex=\"0\">\n\t\t\t<div class=\"elementor-flip-box__layer elementor-flip-box__front\">\n\t\t\t\t<div class=\"elementor-flip-box__layer__overlay\">\n\t\t\t\t\t<div class=\"elementor-flip-box__layer__inner\">\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"elementor-flip-box__layer__title\">\n\t\t\t\t\t\t\t\tThere is no default\t\t\t\t\t\t\t<\/h3>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-flip-box__layer__description\">\n\t\t\t\t\t\t\t\tClick to see the answer\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<div class=\"elementor-flip-box__layer elementor-flip-box__back\">\n\t\t\t<div class=\"elementor-flip-box__layer__overlay\">\n\t\t\t\t<div class=\"elementor-flip-box__layer__inner\">\n\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"elementor-flip-box__layer__title\">\n\t\t\t\t\t\t\t\u274c Wrong\t\t\t\t\t\t<\/h3>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-flip-box__layer__description\">\n\t\t\t\t\t\t\tBroad match is the default match type.\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-279c1649 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"279c1649\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-573e6059\" data-id=\"573e6059\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1b281c0 elementor-widget elementor-widget-heading\" data-id=\"1b281c0\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">3. What is the default match type in Smart campaigns?\n<\/h5>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-27e39f8b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"27e39f8b\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-19f863f4\" data-id=\"19f863f4\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-476977d9 elementor-flip-box--effect-flip elementor-flip-box--direction-up elementor-widget elementor-widget-flip-box\" data-id=\"476977d9\" data-element_type=\"widget\" data-widget_type=\"flip-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-flip-box\" tabindex=\"0\">\n\t\t\t<div class=\"elementor-flip-box__layer elementor-flip-box__front\">\n\t\t\t\t<div class=\"elementor-flip-box__layer__overlay\">\n\t\t\t\t\t<div class=\"elementor-flip-box__layer__inner\">\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"elementor-flip-box__layer__title\">\n\t\t\t\t\t\t\t\tBroad\t\t\t\t\t\t\t<\/h3>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-flip-box__layer__description\">\n\t\t\t\t\t\t\t\tClick to see the answer\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<div class=\"elementor-flip-box__layer elementor-flip-box__back\">\n\t\t\t<div class=\"elementor-flip-box__layer__overlay\">\n\t\t\t\t<div class=\"elementor-flip-box__layer__inner\">\n\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"elementor-flip-box__layer__title\">\n\t\t\t\t\t\t\t\u274c Wrong\t\t\t\t\t\t<\/h3>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-flip-box__layer__description\">\n\t\t\t\t\t\t\tSmart campaigns don\u2019t let you choose match types and don\u2019t have any default one.\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-7116eef9\" data-id=\"7116eef9\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d2e0f1d elementor-flip-box--effect-flip elementor-flip-box--direction-up elementor-widget elementor-widget-flip-box\" data-id=\"d2e0f1d\" data-element_type=\"widget\" data-widget_type=\"flip-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-flip-box\" tabindex=\"0\">\n\t\t\t<div class=\"elementor-flip-box__layer elementor-flip-box__front\">\n\t\t\t\t<div class=\"elementor-flip-box__layer__overlay\">\n\t\t\t\t\t<div class=\"elementor-flip-box__layer__inner\">\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"elementor-flip-box__layer__title\">\n\t\t\t\t\t\t\t\tThere are no match types\t\t\t\t\t\t\t<\/h3>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-flip-box__layer__description\">\n\t\t\t\t\t\t\t\tClick to see the answer\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<div class=\"elementor-flip-box__layer elementor-flip-box__back\">\n\t\t\t<div class=\"elementor-flip-box__layer__overlay\">\n\t\t\t\t<div class=\"elementor-flip-box__layer__inner\">\n\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"elementor-flip-box__layer__title\">\n\t\t\t\t\t\t\t\u2714\ufe0f Correct\t\t\t\t\t\t<\/h3>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-flip-box__layer__description\">\n\t\t\t\t\t\t\tThe algorithm uses keyword themes and matches ads to search queries automatically. There are no match types.\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-245c7928 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"245c7928\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-1bedf8a1\" data-id=\"1bedf8a1\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3c1612dd elementor-widget elementor-widget-heading\" data-id=\"3c1612dd\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">4. Which match type is the most vulnerable to click fraud?<\/h5>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-7fa44b13 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7fa44b13\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-48626c50\" data-id=\"48626c50\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c5b6137 elementor-flip-box--effect-flip elementor-flip-box--direction-up elementor-widget elementor-widget-flip-box\" data-id=\"c5b6137\" data-element_type=\"widget\" data-widget_type=\"flip-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-flip-box\" tabindex=\"0\">\n\t\t\t<div class=\"elementor-flip-box__layer elementor-flip-box__front\">\n\t\t\t\t<div class=\"elementor-flip-box__layer__overlay\">\n\t\t\t\t\t<div class=\"elementor-flip-box__layer__inner\">\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"elementor-flip-box__layer__title\">\n\t\t\t\t\t\t\t\tBroad\t\t\t\t\t\t\t<\/h3>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-flip-box__layer__description\">\n\t\t\t\t\t\t\t\tClick to see the answer\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<div class=\"elementor-flip-box__layer elementor-flip-box__back\">\n\t\t\t<div class=\"elementor-flip-box__layer__overlay\">\n\t\t\t\t<div class=\"elementor-flip-box__layer__inner\">\n\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"elementor-flip-box__layer__title\">\n\t\t\t\t\t\t\t\u2714\ufe0f Correct! \t\t\t\t\t\t<\/h3>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-flip-box__layer__description\">\n\t\t\t\t\t\t\tIt has the highest risk of attracting irrelevant fraudulent clicks.\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-69918a47\" data-id=\"69918a47\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-69381d98 elementor-flip-box--effect-flip elementor-flip-box--direction-up elementor-widget elementor-widget-flip-box\" data-id=\"69381d98\" data-element_type=\"widget\" data-widget_type=\"flip-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-flip-box\" tabindex=\"0\">\n\t\t\t<div class=\"elementor-flip-box__layer elementor-flip-box__front\">\n\t\t\t\t<div class=\"elementor-flip-box__layer__overlay\">\n\t\t\t\t\t<div class=\"elementor-flip-box__layer__inner\">\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"elementor-flip-box__layer__title\">\n\t\t\t\t\t\t\t\tExact\t\t\t\t\t\t\t<\/h3>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-flip-box__layer__description\">\n\t\t\t\t\t\t\t\tClick to see the answer\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<div class=\"elementor-flip-box__layer elementor-flip-box__back\">\n\t\t\t<div class=\"elementor-flip-box__layer__overlay\">\n\t\t\t\t<div class=\"elementor-flip-box__layer__inner\">\n\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"elementor-flip-box__layer__title\">\n\t\t\t\t\t\t\t\u274c Wrong\t\t\t\t\t\t<\/h3>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-flip-box__layer__description\">\n\t\t\t\t\t\t\tThis is in fact the safest match type for minimizing click fraud risks.\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-4c703143 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4c703143\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-1d0479d3\" data-id=\"1d0479d3\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-32819a6c elementor-widget elementor-widget-heading\" data-id=\"32819a6c\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">5. Which match type is best for testing new keywords?<\/h5>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-6815b823 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6815b823\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-16e66138\" data-id=\"16e66138\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-57257080 elementor-flip-box--effect-flip elementor-flip-box--direction-up elementor-widget elementor-widget-flip-box\" data-id=\"57257080\" data-element_type=\"widget\" data-widget_type=\"flip-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-flip-box\" tabindex=\"0\">\n\t\t\t<div class=\"elementor-flip-box__layer elementor-flip-box__front\">\n\t\t\t\t<div class=\"elementor-flip-box__layer__overlay\">\n\t\t\t\t\t<div class=\"elementor-flip-box__layer__inner\">\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"elementor-flip-box__layer__title\">\n\t\t\t\t\t\t\t\tBroad\t\t\t\t\t\t\t<\/h3>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-flip-box__layer__description\">\n\t\t\t\t\t\t\t\tClick to see the answer\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<div class=\"elementor-flip-box__layer elementor-flip-box__back\">\n\t\t\t<div class=\"elementor-flip-box__layer__overlay\">\n\t\t\t\t<div class=\"elementor-flip-box__layer__inner\">\n\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"elementor-flip-box__layer__title\">\n\t\t\t\t\t\t\t\u2714\ufe0f Correct! \t\t\t\t\t\t<\/h3>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-flip-box__layer__description\">\n\t\t\t\t\t\t\tIt\u2019s too risky to go for other match types if you don\u2019t know your keywords yet. Start with broad. \t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-37d02e70\" data-id=\"37d02e70\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-edc3973 elementor-flip-box--effect-flip elementor-flip-box--direction-up elementor-widget elementor-widget-flip-box\" data-id=\"edc3973\" data-element_type=\"widget\" data-widget_type=\"flip-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-flip-box\" tabindex=\"0\">\n\t\t\t<div class=\"elementor-flip-box__layer elementor-flip-box__front\">\n\t\t\t\t<div class=\"elementor-flip-box__layer__overlay\">\n\t\t\t\t\t<div class=\"elementor-flip-box__layer__inner\">\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"elementor-flip-box__layer__title\">\n\t\t\t\t\t\t\t\tExact\t\t\t\t\t\t\t<\/h3>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-flip-box__layer__description\">\n\t\t\t\t\t\t\t\tClick to see the answer\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<div class=\"elementor-flip-box__layer elementor-flip-box__back\">\n\t\t\t<div class=\"elementor-flip-box__layer__overlay\">\n\t\t\t\t<div class=\"elementor-flip-box__layer__inner\">\n\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"elementor-flip-box__layer__title\">\n\t\t\t\t\t\t\t\u274c Wrong\t\t\t\t\t\t<\/h3>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-flip-box__layer__description\">\n\t\t\t\t\t\t\t It\u2019s better to start with broad match if you\u2019re not yet sure which are your best keywords.\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-40e5ed4a elementor-widget elementor-widget-text-editor\" data-id=\"40e5ed4a\" data-element_type=\"widget\" id=\"tagk\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\tTagged: <a href=\"https:\/\/www.ppcshield.io\/blog\/tag\/broad-match\/\" rel=\"tag\">broad match<\/a> <a href=\"https:\/\/www.ppcshield.io\/blog\/tag\/exact-match\/\" rel=\"tag\">exact match<\/a> <a href=\"https:\/\/www.ppcshield.io\/blog\/tag\/google-ads\/\" rel=\"tag\">Google Ads<\/a> <a href=\"https:\/\/www.ppcshield.io\/blog\/tag\/google-ads-keyword-match-types\/\" rel=\"tag\">Google Ads keyword match types<\/a> <a href=\"https:\/\/www.ppcshield.io\/blog\/tag\/phrase-match\/\" rel=\"tag\">phrase match<\/a> <a href=\"https:\/\/www.ppcshield.io\/blog\/tag\/ppc-keywords\/\" rel=\"tag\">ppc keywords<\/a>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e719bfb elementor-hidden-phone elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"e719bfb\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-51205ca0 elementor-widget__width-auto elementor-widget elementor-widget-heading\" data-id=\"51205ca0\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">Share this article<\/h5>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-785b5ea8 elementor-share-buttons--view-icon elementor-share-buttons--skin-framed elementor-share-buttons--shape-circle elementor-share-buttons--align-left elementor-share-buttons--color-custom elementor-share-buttons-mobile--align-center elementor-widget__width-auto elementor-grid-0 elementor-widget elementor-widget-share-buttons\" data-id=\"785b5ea8\" data-element_type=\"widget\" data-widget_type=\"share-buttons.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-grid\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\">\n\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"elementor-share-btn elementor-share-btn_facebook\"\n\t\t\t\t\t\t\trole=\"button\"\n\t\t\t\t\t\t\ttabindex=\"0\"\n\t\t\t\t\t\t\taria-label=\"Share on facebook\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<i class=\"fab fa-facebook\" aria-hidden=\"true\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\">\n\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"elementor-share-btn elementor-share-btn_twitter\"\n\t\t\t\t\t\t\trole=\"button\"\n\t\t\t\t\t\t\ttabindex=\"0\"\n\t\t\t\t\t\t\taria-label=\"Share on twitter\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<i class=\"fab fa-twitter\" aria-hidden=\"true\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\">\n\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"elementor-share-btn elementor-share-btn_whatsapp\"\n\t\t\t\t\t\t\trole=\"button\"\n\t\t\t\t\t\t\ttabindex=\"0\"\n\t\t\t\t\t\t\taria-label=\"Share on whatsapp\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<i class=\"fab fa-whatsapp\" aria-hidden=\"true\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\">\n\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"elementor-share-btn elementor-share-btn_telegram\"\n\t\t\t\t\t\t\trole=\"button\"\n\t\t\t\t\t\t\ttabindex=\"0\"\n\t\t\t\t\t\t\taria-label=\"Share on telegram\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<i class=\"fab fa-telegram\" aria-hidden=\"true\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\">\n\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"elementor-share-btn elementor-share-btn_linkedin\"\n\t\t\t\t\t\t\trole=\"button\"\n\t\t\t\t\t\t\ttabindex=\"0\"\n\t\t\t\t\t\t\taria-label=\"Share on linkedin\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<i class=\"fab fa-linkedin\" aria-hidden=\"true\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\">\n\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"elementor-share-btn elementor-share-btn_email\"\n\t\t\t\t\t\t\trole=\"button\"\n\t\t\t\t\t\t\ttabindex=\"0\"\n\t\t\t\t\t\t\taria-label=\"Share on email\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<i class=\"fas fa-envelope\" aria-hidden=\"true\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-b9d64e3\" data-id=\"b9d64e3\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-6f2dc216 elementor-hidden-tablet elementor-hidden-phone elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6f2dc216\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-32a05d8f\" data-id=\"32a05d8f\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-361352ac elementor-widget elementor-widget-image\" data-id=\"361352ac\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.linkedin.com\/in\/kateryna-umanets\/\" target=\"_blank\">\n\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"400\" height=\"400\" src=\"https:\/\/www.ppcshield.io\/app\/uploads\/Kateryna-Umanets-Head-of-Content-PPC-Shield-1.jpg\" class=\"attachment-medium size-medium wp-image-3197\" alt=\"Kateryna Umanets PPC Shield\" srcset=\"https:\/\/www.ppcshield.io\/app\/uploads\/Kateryna-Umanets-Head-of-Content-PPC-Shield-1.jpg 400w, https:\/\/www.ppcshield.io\/app\/uploads\/Kateryna-Umanets-Head-of-Content-PPC-Shield-1-375x375.jpg 375w\" sizes=\"(max-width: 400px) 100vw, 400px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-6a60eeb2\" data-id=\"6a60eeb2\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-213aca11 elementor-widget__width-inherit elementor-widget elementor-widget-heading\" data-id=\"213aca11\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">Kateryna Umanets<\/h5>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-73e8ddf1 elementor-widget elementor-widget-text-editor\" data-id=\"73e8ddf1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Head of Content, PPC Shield<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-13e602c9 elementor-widget elementor-widget-button\" data-id=\"13e602c9\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/www.linkedin.com\/in\/kateryna-umanets\/\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" id=\"Layer_1\" x=\"0px\" y=\"0px\" viewBox=\"0 0 455 455\" style=\"enable-background:new 0 0 455 455;\" xml:space=\"preserve\"><g>\t<path style=\"fill-rule:evenodd;clip-rule:evenodd;\" d=\"M246.4,204.35v-0.665c-0.136,0.223-0.324,0.446-0.442,0.665H246.4z\"><\/path>\t<path style=\"fill-rule:evenodd;clip-rule:evenodd;\" d=\"M0,0v455h455V0H0z M141.522,378.002H74.016V174.906h67.506V378.002z   M107.769,147.186h-0.446C84.678,147.186,70,131.585,70,112.085c0-19.928,15.107-35.087,38.211-35.087  c23.109,0,37.31,15.159,37.752,35.087C145.963,131.585,131.32,147.186,107.769,147.186z M385,378.002h-67.524V269.345  c0-27.291-9.756-45.92-34.195-45.92c-18.664,0-29.755,12.543-34.641,24.693c-1.776,4.34-2.24,10.373-2.24,16.459v113.426h-67.537  c0,0,0.905-184.043,0-203.096H246.4v28.779c8.973-13.807,24.986-33.547,60.856-33.547c44.437,0,77.744,29.02,77.744,91.398V378.002  z\"><\/path><\/g><g><\/g><g><\/g><g><\/g><g><\/g><g><\/g><g><\/g><g><\/g><g><\/g><g><\/g><g><\/g><g><\/g><g><\/g><g><\/g><g><\/g><g><\/g><\/svg>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Connect on<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-28bb5be elementor-hidden-phone elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"28bb5be\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5ed13080 elementor-hidden-desktop elementor-hidden-tablet elementor-hidden-phone elementor-view-default elementor-widget elementor-widget-icon\" data-id=\"5ed13080\" data-element_type=\"widget\" data-widget_type=\"icon.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div 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section.elementor-element.elementor-element-7fa44b13.elementor-section-boxed.elementor-section-height-default.elementor-section-height-default.elementor-section.elementor-inner-section &gt; div &gt; div &gt; div.elementor-element.elementor-element-69918a47.elementor-column.elementor-col-50.elementor-inner-column &gt; div &gt; div &gt; div &gt; div &gt; div &gt; div.elementor-flip-box__layer.elementor-flip-box__back &gt; div &gt; div &gt; h3, #content &gt; div &gt; div.elementor.elementor-3622 &gt; div &gt; div &gt; section.elementor-element.elementor-element-2f9e82fd.elementor-section-boxed.elementor-section-height-default.elementor-section-height-default.elementor-section.elementor-top-section &gt; div &gt; div &gt; div.elementor-element.elementor-element-1d87f8c6.elementor-column.elementor-col-50.elementor-top-column &gt; div &gt; div &gt; section.elementor-element.elementor-element-6815b823.elementor-section-boxed.elementor-section-height-default.elementor-section-height-default.elementor-section.elementor-inner-section &gt; div &gt; div &gt; div.elementor-element.elementor-element-16e66138.elementor-column.elementor-col-50.elementor-inner-column &gt; div &gt; div &gt; div &gt; div &gt; div &gt; div.elementor-flip-box__layer.elementor-flip-box__front &gt; div &gt; div &gt; h3, #content &gt; div &gt; div.elementor.elementor-3622 &gt; div &gt; div &gt; section.elementor-element.elementor-element-2f9e82fd.elementor-section-boxed.elementor-section-height-default.elementor-section-height-default.elementor-section.elementor-top-section &gt; div &gt; div &gt; div.elementor-element.elementor-element-1d87f8c6.elementor-column.elementor-col-50.elementor-top-column &gt; div &gt; div &gt; section.elementor-element.elementor-element-6815b823.elementor-section-boxed.elementor-section-height-default.elementor-section-height-default.elementor-section.elementor-inner-section &gt; div &gt; div &gt; div.elementor-element.elementor-element-16e66138.elementor-column.elementor-col-50.elementor-inner-column &gt; div &gt; div &gt; div &gt; div &gt; div &gt; div.elementor-flip-box__layer.elementor-flip-box__back &gt; div &gt; div &gt; h3, #content &gt; div &gt; div.elementor.elementor-3622 &gt; div &gt; div &gt; section.elementor-element.elementor-element-2f9e82fd.elementor-section-boxed.elementor-section-height-default.elementor-section-height-default.elementor-section.elementor-top-section &gt; div &gt; div &gt; div.elementor-element.elementor-element-1d87f8c6.elementor-column.elementor-col-50.elementor-top-column &gt; div &gt; div &gt; section.elementor-element.elementor-element-6815b823.elementor-section-boxed.elementor-section-height-default.elementor-section-height-default.elementor-section.elementor-inner-section &gt; div &gt; div &gt; div.elementor-element.elementor-element-37d02e70.elementor-column.elementor-col-50.elementor-inner-column &gt; div &gt; div &gt; div &gt; div &gt; div &gt; div.elementor-flip-box__layer.elementor-flip-box__front &gt; div &gt; div &gt; h3, #content &gt; div &gt; div.elementor.elementor-3622 &gt; div &gt; div &gt; section.elementor-element.elementor-element-2f9e82fd.elementor-section-boxed.elementor-section-height-default.elementor-section-height-default.elementor-section.elementor-top-section &gt; div &gt; div &gt; div.elementor-element.elementor-element-1d87f8c6.elementor-column.elementor-col-50.elementor-top-column &gt; div &gt; div &gt; section.elementor-element.elementor-element-6815b823.elementor-section-boxed.elementor-section-height-default.elementor-section-height-default.elementor-section.elementor-inner-section &gt; div &gt; div &gt; div.elementor-element.elementor-element-37d02e70.elementor-column.elementor-col-50.elementor-inner-column &gt; div &gt; div &gt; div &gt; div &gt; div &gt; div.elementor-flip-box__layer.elementor-flip-box__back &gt; div &gt; div &gt; h3&quot;,&quot;marker_view&quot;:&quot;bullets&quot;,&quot;sticky&quot;:&quot;top&quot;,&quot;sticky_on&quot;:[&quot;desktop&quot;,&quot;tablet&quot;],&quot;sticky_offset&quot;:80,&quot;min_height&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;0&quot;,&quot;sizes&quot;:[]},&quot;sticky_parent&quot;:&quot;yes&quot;,&quot;icon&quot;:{&quot;value&quot;:&quot;&quot;,&quot;library&quot;:&quot;&quot;},&quot;no_headings_message&quot;:&quot;No headings were found on this page.&quot;,&quot;hierarchical_view&quot;:&quot;yes&quot;,&quot;min_height_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;sticky_effects_offset&quot;:0,&quot;sticky_anchor_link_offset&quot;:0}\" data-widget_type=\"table-of-contents.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-toc__header\">\n\t\t\t<h4 class=\"elementor-toc__header-title\">\n\t\t\t\tTable of Contents\t\t\t<\/h4>\n\t\t\t\t\t<\/div>\n\t\t<div id=\"elementor-toc__7970a4c5\" class=\"elementor-toc__body\">\n\t\t\t<div class=\"elementor-toc__spinner-container\">\n\t\t\t\t<i class=\"elementor-toc__spinner eicon-animation-spin eicon-loading\" aria-hidden=\"true\"><\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2006ee93 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2006ee93\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5ef0ca7d\" data-id=\"5ef0ca7d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5a27571f elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"5a27571f\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-15af2d25 elementor-widget elementor-widget-heading\" data-id=\"15af2d25\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">You might also like:<\/h5>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5b7b773d elementor-widget elementor-widget-jet-listing-grid\" data-id=\"5b7b773d\" data-element_type=\"widget\" data-widget_type=\"jet-listing-grid.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"jet-listing-grid jet-listing\"><div class=\"jet-listing-grid__slider\" data-slider_options=\"{&quot;slidesToShow&quot;:{&quot;desktop&quot;:3,&quot;tablet&quot;:2,&quot;mobile&quot;:1},&quot;autoplaySpeed&quot;:5000,&quot;autoplay&quot;:true,&quot;infinite&quot;:true,&quot;speed&quot;:500,&quot;arrows&quot;:false,&quot;dots&quot;:false,&quot;slidesToScroll&quot;:2,&quot;prevArrow&quot;:&quot;&lt;div class=\\&quot;jet-listing-grid__slider-icon prev-arrow \\&quot;&gt;&lt;svg viewBox=\\&quot;0 0 90 179\\&quot; xmlns=\\&quot;http:\\\/\\\/www.w3.org\\\/2000\\\/svg\\&quot;&gt;&lt;path transform=\\&quot;scale(0.1,-0.1) translate(0,-1536)\\&quot; d=\\&quot;M627 992q0 -13 -10 -23l-393 -393l393 -393q10 -10 10 -23t-10 -23l-50 -50q-10 -10 -23 -10t-23 10l-466 466q-10 10 -10 23t10 23l466 466q10 10 23 10t23 -10l50 -50q10 -10 10 -23z\\&quot; \\\/&gt;&lt;\\\/svg&gt;&lt;\\\/div&gt;&quot;,&quot;nextArrow&quot;:&quot;&lt;div class=\\&quot;jet-listing-grid__slider-icon next-arrow \\&quot;&gt;&lt;svg viewBox=\\&quot;0 0 90 179\\&quot; xmlns=\\&quot;http:\\\/\\\/www.w3.org\\\/2000\\\/svg\\&quot;&gt;&lt;path transform=\\&quot;scale(0.1,-0.1) translate(0,-1536)\\&quot; d=\\&quot;M627 992q0 -13 -10 -23l-393 -393l393 -393q10 -10 10 -23t-10 -23l-50 -50q-10 -10 -23 -10t-23 10l-466 466q-10 10 -10 23t10 23l466 466q10 10 23 10t23 -10l50 -50q10 -10 10 -23z\\&quot; \\\/&gt;&lt;\\\/svg&gt;&lt;\\\/div&gt;&quot;,&quot;rtl&quot;:false,&quot;itemsCount&quot;:3,&quot;fade&quot;:false}\" dir=\"ltr\"><div class=\"jet-listing-grid__items grid-col-desk-3 grid-col-tablet-2 grid-col-mobile-1 jet-listing-grid--2127 jet-equal-columns__wrapper\"  data-nav=\"{&quot;enabled&quot;:false,&quot;type&quot;:null,&quot;more_el&quot;:null,&quot;query&quot;:[],&quot;widget_settings&quot;:{&quot;lisitng_id&quot;:&quot;2127&quot;,&quot;posts_num&quot;:3,&quot;columns&quot;:3,&quot;columns_tablet&quot;:2,&quot;columns_mobile&quot;:1,&quot;is_archive_template&quot;:&quot;&quot;,&quot;post_status&quot;:[&quot;publish&quot;],&quot;use_random_posts_num&quot;:&quot;&quot;,&quot;max_posts_num&quot;:9,&quot;not_found_message&quot;:&quot;No posts was found&quot;,&quot;is_masonry&quot;:false,&quot;equal_columns_height&quot;:&quot;yes&quot;,&quot;use_load_more&quot;:&quot;&quot;,&quot;load_more_id&quot;:&quot;&quot;,&quot;load_more_type&quot;:&quot;click&quot;,&quot;use_custom_post_types&quot;:&quot;yes&quot;,&quot;custom_post_types&quot;:[&quot;post&quot;],&quot;hide_widget_if&quot;:&quot;&quot;,&quot;carousel_enabled&quot;:&quot;yes&quot;,&quot;slides_to_scroll&quot;:&quot;2&quot;,&quot;arrows&quot;:&quot;true&quot;,&quot;arrow_icon&quot;:&quot;fa fa-angle-left&quot;,&quot;dots&quot;:&quot;&quot;,&quot;autoplay&quot;:&quot;true&quot;,&quot;autoplay_speed&quot;:5000,&quot;infinite&quot;:&quot;true&quot;,&quot;effect&quot;:&quot;slide&quot;,&quot;speed&quot;:500,&quot;inject_alternative_items&quot;:&quot;&quot;,&quot;injection_items&quot;:[],&quot;scroll_slider_enabled&quot;:&quot;&quot;,&quot;scroll_slider_on&quot;:[&quot;desktop&quot;,&quot;tablet&quot;,&quot;mobile&quot;],&quot;_element_id&quot;:&quot;&quot;}}\" data-page=\"1\" data-pages=\"2\" data-listing-source=\"posts\"><style>.elementor-2127 .elementor-element.elementor-element-3276af2 > .elementor-container{min-height:250px;}.elementor-2127 .elementor-element.elementor-element-3276af2{padding:0px 0px 0px 0px;}.elementor-2127 .elementor-element.elementor-element-526fa2f > .elementor-widget-wrap > .elementor-widget:not(.elementor-widget__width-auto):not(.elementor-widget__width-initial):not(:last-child):not(.elementor-absolute){margin-bottom:0px;}.elementor-2127 .elementor-element.elementor-element-526fa2f > .elementor-element-populated, .elementor-2127 .elementor-element.elementor-element-526fa2f > .elementor-element-populated > .elementor-background-overlay, .elementor-2127 .elementor-element.elementor-element-526fa2f > .elementor-background-slideshow{border-radius:5px 5px 5px 5px;}.elementor-2127 .elementor-element.elementor-element-526fa2f > .elementor-element-populated{box-shadow:0px 0px 5px 0px rgba(0, 0, 0, 0.16);padding:0px 0px 10px 0px;}.elementor-2127 .elementor-element.elementor-element-526fa2f:hover > .elementor-element-populated{box-shadow:0px 0px 10px 0px rgba(0, 0, 0, 0.25);}.elementor-2127 .elementor-element.elementor-element-0c63a87 .jet-listing-dynamic-image{justify-content:flex-start;}.elementor-2127 .elementor-element.elementor-element-0c63a87 .jet-listing-dynamic-image img{border-radius:5px 5px 0px 0px;}.elementor-2127 .elementor-element.elementor-element-bb70ecc{margin-top:0px;margin-bottom:10px;padding:0px 0px 0px 0px;}.elementor-bc-flex-widget .elementor-2127 .elementor-element.elementor-element-d6d9251.elementor-column .elementor-widget-wrap{align-items:center;}.elementor-2127 .elementor-element.elementor-element-d6d9251.elementor-column.elementor-element[data-element_type=\"column\"] > .elementor-widget-wrap.elementor-element-populated{align-content:center;align-items:center;}.elementor-2127 .elementor-element.elementor-element-d6d9251 > .elementor-widget-wrap > .elementor-widget:not(.elementor-widget__width-auto):not(.elementor-widget__width-initial):not(:last-child):not(.elementor-absolute){margin-bottom:10px;}.elementor-2127 .elementor-element.elementor-element-d6d9251 > .elementor-element-populated{padding:10px 0px 0px 15px;}.elementor-2127 .elementor-element.elementor-element-9350bd4 .jet-listing-dynamic-terms{text-align:left;}.elementor-2127 .elementor-element.elementor-element-9350bd4 .jet-listing-dynamic-terms__link{font-family:\"Roboto\", Sans-serif;font-size:14px;color:#60BB46;}.elementor-bc-flex-widget .elementor-2127 .elementor-element.elementor-element-917be94.elementor-column .elementor-widget-wrap{align-items:center;}.elementor-2127 .elementor-element.elementor-element-917be94.elementor-column.elementor-element[data-element_type=\"column\"] > .elementor-widget-wrap.elementor-element-populated{align-content:center;align-items:center;}.elementor-2127 .elementor-element.elementor-element-917be94 > .elementor-element-populated{padding:10px 15px 0px 0px;}.elementor-2127 .elementor-element.elementor-element-6c2c1ae > .elementor-widget-container{margin:0px 0px 0px 0px;padding:0px 0px 0px 0px;}.elementor-2127 .elementor-element.elementor-element-6c2c1ae .jet-listing-dynamic-field__content{color:#7A7A7A;font-family:\"Roboto\", Sans-serif;font-size:14px;font-weight:normal;line-height:1em;text-align:right;}.elementor-2127 .elementor-element.elementor-element-6c2c1ae .jet-listing-dynamic-field .jet-listing-dynamic-field__inline-wrap{width:auto;}.elementor-2127 .elementor-element.elementor-element-6c2c1ae .jet-listing-dynamic-field .jet-listing-dynamic-field__content{width:auto;}.elementor-2127 .elementor-element.elementor-element-6c2c1ae .jet-listing-dynamic-field{justify-content:flex-end;}.elementor-2127 .elementor-element.elementor-element-6c2c1ae .jet-listing-dynamic-field__icon{color:#7A7A7A;font-size:15px;}.elementor-2127 .elementor-element.elementor-element-6c2c1ae .jet-listing-dynamic-field__icon svg path{fill:#7A7A7A;}body:not(.rtl) .elementor-2127 .elementor-element.elementor-element-6c2c1ae .jet-listing-dynamic-field__icon{margin-right:5px;}body.rtl .elementor-2127 .elementor-element.elementor-element-6c2c1ae .jet-listing-dynamic-field__icon{margin-left:5px;}.elementor-2127 .elementor-element.elementor-element-f474f60 > .elementor-widget-container{margin:0px 0px 0px 0px;padding:0px 15px 0px 15px;}.elementor-2127 .elementor-element.elementor-element-f474f60 .jet-listing-dynamic-field__content{color:#242729;font-family:\"Montserrat\", Sans-serif;font-size:16px;font-weight:bold;line-height:1.5em;text-align:left;}.elementor-2127 .elementor-element.elementor-element-f474f60 .jet-listing-dynamic-field .jet-listing-dynamic-field__inline-wrap{width:auto;}.elementor-2127 .elementor-element.elementor-element-f474f60 .jet-listing-dynamic-field .jet-listing-dynamic-field__content{width:auto;}.elementor-2127 .elementor-element.elementor-element-f474f60 .jet-listing-dynamic-field{justify-content:flex-start;}@media(max-width:767px){.elementor-2127 .elementor-element.elementor-element-d6d9251{width:50%;}.elementor-2127 .elementor-element.elementor-element-917be94{width:50%;}.elementor-2127 .elementor-element.elementor-element-6c2c1ae .jet-listing-dynamic-field{justify-content:center;}}\/* Start Custom Fonts CSS *\/@font-face {\n\tfont-family: 'Roboto';\n\tfont-style: normal;\n\tfont-weight: normal;\n\tfont-display: swap;\n\tsrc: url('https:\/\/www.ppcshield.io\/app\/uploads\/roboto-regular-webfont.woff') format('woff');\n}\n@font-face {\n\tfont-family: 'Roboto';\n\tfont-style: normal;\n\tfont-weight: 600;\n\tfont-display: swap;\n\tsrc: url('https:\/\/www.ppcshield.io\/app\/uploads\/roboto-medium-webfont.woff') format('woff');\n}\n@font-face {\n\tfont-family: 'Roboto';\n\tfont-style: normal;\n\tfont-weight: bold;\n\tfont-display: swap;\n\tsrc: url('https:\/\/www.ppcshield.io\/app\/uploads\/roboto-bold-webfont.woff') format('woff');\n}\n\/* End Custom Fonts CSS *\/\n\/* Start Custom Fonts CSS *\/@font-face {\n\tfont-family: 'Montserrat';\n\tfont-style: normal;\n\tfont-weight: normal;\n\tfont-display: swap;\n\tsrc: url('https:\/\/www.ppcshield.io\/app\/uploads\/montserrat-regular-webfont-1.woff') format('woff');\n}\n@font-face {\n\tfont-family: 'Montserrat';\n\tfont-style: normal;\n\tfont-weight: 600;\n\tfont-display: swap;\n\tsrc: url('https:\/\/www.ppcshield.io\/app\/uploads\/montserrat-semibold-webfont.woff') format('woff');\n}\n@font-face {\n\tfont-family: 'Montserrat';\n\tfont-style: normal;\n\tfont-weight: bold;\n\tfont-display: swap;\n\tsrc: url('https:\/\/www.ppcshield.io\/app\/uploads\/montserrat-bold-webfont.woff') format('woff');\n}\n\/* End Custom Fonts CSS *\/<\/style><div class=\"jet-listing-grid__item jet-listing-dynamic-post-3192 jet-equal-columns\" data-post-id=\"3192\" ><div class=\"jet-engine-listing-overlay-wrap\" data-url=\"https:\/\/www.ppcshield.io\/blog\/google-ads-invalid-clicks-all-you-need-to-know\/\">\t\t<div data-elementor-type=\"jet-listing-items\" data-elementor-id=\"2127\" class=\"elementor elementor-2127\" data-elementor-post-type=\"jet-engine\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3276af2 elementor-section-full_width elementor-section-height-min-height elementor-section-height-default elementor-section-items-middle\" data-id=\"3276af2\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-526fa2f\" data-id=\"526fa2f\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0c63a87 elementor-widget elementor-widget-jet-listing-dynamic-image\" data-id=\"0c63a87\" data-element_type=\"widget\" data-widget_type=\"jet-listing-dynamic-image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"jet-listing jet-listing-dynamic-image\"><a href=\"https:\/\/www.ppcshield.io\/blog\/google-ads-invalid-clicks-all-you-need-to-know\/\" class=\"jet-listing-dynamic-image__link\"><img loading=\"lazy\" decoding=\"async\" width=\"790\" height=\"400\" src=\"https:\/\/www.ppcshield.io\/app\/uploads\/Invalid-clicks-guide.png\" class=\"attachment-full size-full wp-post-image\" alt=\"The ultimate guide to invalid clicks\" srcset=\"https:\/\/www.ppcshield.io\/app\/uploads\/Invalid-clicks-guide.png 790w, https:\/\/www.ppcshield.io\/app\/uploads\/Invalid-clicks-guide-375x190.png 375w, https:\/\/www.ppcshield.io\/app\/uploads\/Invalid-clicks-guide-768x389.png 768w\" sizes=\"(max-width: 790px) 100vw, 790px\" \/><\/a><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-bb70ecc elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"bb70ecc\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-d6d9251\" data-id=\"d6d9251\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9350bd4 elementor-widget elementor-widget-jet-listing-dynamic-terms\" data-id=\"9350bd4\" data-element_type=\"widget\" data-widget_type=\"jet-listing-dynamic-terms.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"jet-listing jet-listing-dynamic-terms\"><a href=\"https:\/\/www.ppcshield.io\/blog\/category\/invalid-clicks\/\" class=\"jet-listing-dynamic-terms__link\">Invalid Clicks<\/a><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-917be94\" data-id=\"917be94\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6c2c1ae elementor-widget elementor-widget-jet-listing-dynamic-field\" data-id=\"6c2c1ae\" data-element_type=\"widget\" data-widget_type=\"jet-listing-dynamic-field.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"jet-listing jet-listing-dynamic-field display-inline\"><div class=\"jet-listing-dynamic-field__inline-wrap\"><div class=\"jet-listing-dynamic-field__icon is-svg-icon\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32px\" height=\"32px\" viewBox=\"0 0 32 32\" id=\"Lager_44\" data-name=\"Lager 44\"><g id=\"Group_15\" data-name=\"Group 15\"><path id=\"Path_51\" data-name=\"Path 51\" d=\"M16,0A16,16,0,1,0,32,16,16,16,0,0,0,16,0Zm0,28A12,12,0,1,1,28,16,12.013,12.013,0,0,1,16,28Z\" fill=\"#040505\"><\/path><path id=\"Path_52\" data-name=\"Path 52\" d=\"M20.02,16H17a1,1,0,0,1-1-1V11.98A1.979,1.979,0,0,0,14.02,10h-.04A1.979,1.979,0,0,0,12,11.98v6.04A1.979,1.979,0,0,0,13.98,20h6.04A1.979,1.979,0,0,0,22,18.02v-.04A1.979,1.979,0,0,0,20.02,16Z\" fill=\"#040505\"><\/path><\/g><\/svg><\/div><div class=\"jet-listing-dynamic-field__content\">7 min read<\/div><\/div><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-f474f60 elementor-widget elementor-widget-jet-listing-dynamic-field\" data-id=\"f474f60\" data-element_type=\"widget\" data-widget_type=\"jet-listing-dynamic-field.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"jet-listing jet-listing-dynamic-field display-inline\"><div class=\"jet-listing-dynamic-field__inline-wrap\"><div class=\"jet-listing-dynamic-field__content\">Google Ads Invalid Clicks: All You Need to Know<\/div><\/div><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t<a href=\"https:\/\/www.ppcshield.io\/blog\/google-ads-invalid-clicks-all-you-need-to-know\/\" class=\"jet-engine-listing-overlay-link\"><\/a><\/div><\/div><div class=\"jet-listing-grid__item jet-listing-dynamic-post-3514 jet-equal-columns\" data-post-id=\"3514\" ><div class=\"jet-engine-listing-overlay-wrap\" data-url=\"https:\/\/www.ppcshield.io\/blog\/smart-vs-search-google-ads-campaigns\/\">\t\t<div data-elementor-type=\"jet-listing-items\" data-elementor-id=\"2127\" class=\"elementor elementor-2127\" data-elementor-post-type=\"jet-engine\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3276af2 elementor-section-full_width elementor-section-height-min-height elementor-section-height-default elementor-section-items-middle\" data-id=\"3276af2\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-526fa2f\" data-id=\"526fa2f\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0c63a87 elementor-widget elementor-widget-jet-listing-dynamic-image\" data-id=\"0c63a87\" data-element_type=\"widget\" data-widget_type=\"jet-listing-dynamic-image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"jet-listing jet-listing-dynamic-image\"><a href=\"https:\/\/www.ppcshield.io\/blog\/smart-vs-search-google-ads-campaigns\/\" class=\"jet-listing-dynamic-image__link\"><img loading=\"lazy\" decoding=\"async\" width=\"790\" height=\"400\" src=\"https:\/\/www.ppcshield.io\/app\/uploads\/Smart-vs-Search-campaigns.png\" class=\"attachment-full size-full wp-post-image\" alt=\"All you need to know about search vs smart campaigns\" srcset=\"https:\/\/www.ppcshield.io\/app\/uploads\/Smart-vs-Search-campaigns.png 790w, https:\/\/www.ppcshield.io\/app\/uploads\/Smart-vs-Search-campaigns-375x190.png 375w, https:\/\/www.ppcshield.io\/app\/uploads\/Smart-vs-Search-campaigns-768x389.png 768w\" sizes=\"(max-width: 790px) 100vw, 790px\" \/><\/a><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-bb70ecc elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"bb70ecc\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-d6d9251\" data-id=\"d6d9251\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9350bd4 elementor-widget elementor-widget-jet-listing-dynamic-terms\" data-id=\"9350bd4\" data-element_type=\"widget\" data-widget_type=\"jet-listing-dynamic-terms.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"jet-listing jet-listing-dynamic-terms\"><a href=\"https:\/\/www.ppcshield.io\/blog\/category\/google-ads-guides\/\" class=\"jet-listing-dynamic-terms__link\">Google Ads Guides<\/a><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-917be94\" data-id=\"917be94\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6c2c1ae elementor-widget elementor-widget-jet-listing-dynamic-field\" data-id=\"6c2c1ae\" data-element_type=\"widget\" data-widget_type=\"jet-listing-dynamic-field.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"jet-listing jet-listing-dynamic-field display-inline\"><div class=\"jet-listing-dynamic-field__inline-wrap\"><div class=\"jet-listing-dynamic-field__icon is-svg-icon\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32px\" height=\"32px\" viewBox=\"0 0 32 32\" id=\"Lager_44\" data-name=\"Lager 44\"><g id=\"Group_15\" data-name=\"Group 15\"><path id=\"Path_51\" data-name=\"Path 51\" d=\"M16,0A16,16,0,1,0,32,16,16,16,0,0,0,16,0Zm0,28A12,12,0,1,1,28,16,12.013,12.013,0,0,1,16,28Z\" fill=\"#040505\"><\/path><path id=\"Path_52\" data-name=\"Path 52\" d=\"M20.02,16H17a1,1,0,0,1-1-1V11.98A1.979,1.979,0,0,0,14.02,10h-.04A1.979,1.979,0,0,0,12,11.98v6.04A1.979,1.979,0,0,0,13.98,20h6.04A1.979,1.979,0,0,0,22,18.02v-.04A1.979,1.979,0,0,0,20.02,16Z\" fill=\"#040505\"><\/path><\/g><\/svg><\/div><div class=\"jet-listing-dynamic-field__content\">7 min read<\/div><\/div><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-f474f60 elementor-widget elementor-widget-jet-listing-dynamic-field\" data-id=\"f474f60\" data-element_type=\"widget\" data-widget_type=\"jet-listing-dynamic-field.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"jet-listing jet-listing-dynamic-field display-inline\"><div class=\"jet-listing-dynamic-field__inline-wrap\"><div class=\"jet-listing-dynamic-field__content\">Google Ads Smart vs Search campaigns: all you need to know<\/div><\/div><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t<a href=\"https:\/\/www.ppcshield.io\/blog\/smart-vs-search-google-ads-campaigns\/\" class=\"jet-engine-listing-overlay-link\"><\/a><\/div><\/div><div class=\"jet-listing-grid__item jet-listing-dynamic-post-3262 jet-equal-columns\" data-post-id=\"3262\" ><div class=\"jet-engine-listing-overlay-wrap\" data-url=\"https:\/\/www.ppcshield.io\/blog\/fortune-500-companies-click-fraud-losses\/\">\t\t<div data-elementor-type=\"jet-listing-items\" data-elementor-id=\"2127\" class=\"elementor elementor-2127\" data-elementor-post-type=\"jet-engine\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3276af2 elementor-section-full_width elementor-section-height-min-height elementor-section-height-default elementor-section-items-middle\" data-id=\"3276af2\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-526fa2f\" data-id=\"526fa2f\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0c63a87 elementor-widget elementor-widget-jet-listing-dynamic-image\" data-id=\"0c63a87\" data-element_type=\"widget\" data-widget_type=\"jet-listing-dynamic-image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"jet-listing jet-listing-dynamic-image\"><a href=\"https:\/\/www.ppcshield.io\/blog\/fortune-500-companies-click-fraud-losses\/\" class=\"jet-listing-dynamic-image__link\"><img loading=\"lazy\" decoding=\"async\" width=\"790\" height=\"400\" src=\"https:\/\/www.ppcshield.io\/app\/uploads\/PPC-Shield-Research-Click-Fraud-Losses-of-Fortune-500-companies.png\" class=\"attachment-full size-full wp-post-image\" alt=\"Fortune 500 Companies Risk Losing Millions of Dollars to PPC Click Fraud\" srcset=\"https:\/\/www.ppcshield.io\/app\/uploads\/PPC-Shield-Research-Click-Fraud-Losses-of-Fortune-500-companies.png 790w, https:\/\/www.ppcshield.io\/app\/uploads\/PPC-Shield-Research-Click-Fraud-Losses-of-Fortune-500-companies-375x190.png 375w, https:\/\/www.ppcshield.io\/app\/uploads\/PPC-Shield-Research-Click-Fraud-Losses-of-Fortune-500-companies-768x389.png 768w\" sizes=\"(max-width: 790px) 100vw, 790px\" \/><\/a><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-bb70ecc elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"bb70ecc\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-d6d9251\" data-id=\"d6d9251\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9350bd4 elementor-widget elementor-widget-jet-listing-dynamic-terms\" data-id=\"9350bd4\" data-element_type=\"widget\" data-widget_type=\"jet-listing-dynamic-terms.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"jet-listing jet-listing-dynamic-terms\"><a href=\"https:\/\/www.ppcshield.io\/blog\/category\/ppc-shield-research\/\" class=\"jet-listing-dynamic-terms__link\">PPC Shield Research<\/a><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-917be94\" data-id=\"917be94\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6c2c1ae elementor-widget elementor-widget-jet-listing-dynamic-field\" data-id=\"6c2c1ae\" data-element_type=\"widget\" data-widget_type=\"jet-listing-dynamic-field.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"jet-listing jet-listing-dynamic-field display-inline\"><div class=\"jet-listing-dynamic-field__inline-wrap\"><div class=\"jet-listing-dynamic-field__icon is-svg-icon\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32px\" height=\"32px\" viewBox=\"0 0 32 32\" id=\"Lager_44\" data-name=\"Lager 44\"><g id=\"Group_15\" data-name=\"Group 15\"><path id=\"Path_51\" data-name=\"Path 51\" d=\"M16,0A16,16,0,1,0,32,16,16,16,0,0,0,16,0Zm0,28A12,12,0,1,1,28,16,12.013,12.013,0,0,1,16,28Z\" fill=\"#040505\"><\/path><path id=\"Path_52\" data-name=\"Path 52\" d=\"M20.02,16H17a1,1,0,0,1-1-1V11.98A1.979,1.979,0,0,0,14.02,10h-.04A1.979,1.979,0,0,0,12,11.98v6.04A1.979,1.979,0,0,0,13.98,20h6.04A1.979,1.979,0,0,0,22,18.02v-.04A1.979,1.979,0,0,0,20.02,16Z\" fill=\"#040505\"><\/path><\/g><\/svg><\/div><div class=\"jet-listing-dynamic-field__content\">3 min read<\/div><\/div><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-f474f60 elementor-widget elementor-widget-jet-listing-dynamic-field\" data-id=\"f474f60\" data-element_type=\"widget\" data-widget_type=\"jet-listing-dynamic-field.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"jet-listing jet-listing-dynamic-field display-inline\"><div class=\"jet-listing-dynamic-field__inline-wrap\"><div class=\"jet-listing-dynamic-field__content\">Fortune 500 Companies Risk Losing Millions of Dollars to PPC Click Fraud<\/div><\/div><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t<a href=\"https:\/\/www.ppcshield.io\/blog\/fortune-500-companies-click-fraud-losses\/\" class=\"jet-engine-listing-overlay-link\"><\/a><\/div><\/div><\/div><\/div><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Full Guide To Google Ads Keyword Match Types in 2024-2025 12 min read June 6, 2023 Kateryna Umanets Head of Content, PPC Shield Every PPC beginner knows that doing keyword research, selecting the best keywords and implementing them in your ad copy is a must for a successful PPC campaign.\u00a0 However, PRO advertisers would agree [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":3623,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[78],"tags":[79,80,63,81,82,83],"class_list":["post-3622","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads-guides","tag-broad-match","tag-exact-match","tag-google-ads","tag-google-ads-keyword-match-types","tag-phrase-match","tag-ppc-keywords"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Full Guide: How to Use Google Ads Keyword Match Types - PPC Shield<\/title>\n<meta name=\"description\" content=\"How to choose the right keyword match type in Google Ads? There are just three of them: broad, phrase and exact match. Here is our Full Guide for you!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ppcshield.io\/blog\/full-guide-to-google-ads-keyword-match-types\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Full Guide: How to Use Google Ads Keyword Match Types - PPC Shield\" \/>\n<meta property=\"og:description\" content=\"How to choose the right keyword match type in Google Ads? There are just three of them: broad, phrase and exact match. 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