Keywords in Google Ads: How to Choose the Right Set and Why Broad Match Matters Today
- Maria Medja
- Oct 8, 2025
- 2 min read
When starting with Google Ads, one of the most important questions is: Which keywords should I use? Keywords are the bridge between your business and your potential customers. Choosing the right set makes the difference between wasted budget and measurable success.
How to find the right keyword set for your business
The right keywords depend on your industry, your goals, and your target audience. A good keyword set should cover:
Core business terms: The obvious search terms for your product or service (e.g., “Italian restaurant in Tampa”).
Problem-oriented searches: Queries from people looking for a solution (e.g., “quick lunch delivery” or “best schnitzel near me”).
Brand-specific terms: Searches for your company name or variations of it.
Long-tail keywords: Longer and more specific searches (e.g., “family-friendly German restaurant Bradenton”), often less competitive and cheaper.
Tip: Use tools such as Google Keyword Planner, Google Trends, or professional tools like SEMrush or Ahrefs to discover what your audience is really searching for.
Which keyword types exist in Google Ads?
Google Ads offers different keyword match types that determine how closely a search query must match your keyword for your ad to appear:
Exact Match [ ]Ads show only when someone searches for the exact keyword or very close variations.Example: [German Schnitzel Restaurant] → Shows for “German Schnitzel Restaurant.”
Phrase Match " "Ads show when the keyword phrase is included in the search query, possibly with words before or after.Example: “German Schnitzel” → Shows for “Best German Schnitzel near me.”
Broad Match (no symbols)Ads show for searches related to the keyword – including synonyms, variations, and related concepts.Example: German Schnitzel → Could show for “traditional German food,” “Austrian cutlets,” or “pork dishes.”
Why you should consider Broad Match today
In the past, many advertisers avoided Broad Match because it seemed too unfocused and often led to irrelevant clicks. Today, with the help of Google’s AI-driven algorithms and Smart Bidding strategies, Broad Match has become much more powerful.
Advantages of Broad Match today:
Smarter relevance: Google uses context and intent to decide when to show your ad.
Wider reach: You capture potential customers who search differently than you expected.
Better learning: Broad Match provides Google’s algorithm with more data to optimize performance over time.
Efficiency with Smart Bidding: In combination with automated bidding (e.g., maximize conversions), Broad Match often delivers better results than restrictive exact matches.
Conclusion
Choosing the right keyword set is the foundation of any successful Google Ads campaign. By combining different keyword types, you ensure that your ads are both visible and effective.
While Exact and Phrase Match still have their place, Broad Match combined with Smart Bidding is often the best choice today to reach a wider audience and let Google’s algorithms do the heavy lifting.
With the right keyword strategy, you can ensure that your ads appear exactly when potential customers are ready to engage with your business.
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