Google Ads Match Types in Nepal: Exact and Phrase Before Broad (2026)
Match types decide how far a keyword may stray. Broad + a weak conversion is how Nepal starter budgets buy digital marketing jobs. Arjan KC starts exact/phrase, mines search terms, then opens broad where the pixel tells the truth. Term: match type. PMax is not a shortcut around this.
→ Negatives · Quality Score · SEM
What the CPA objects actually did
The Kathmandu services rebuild cut junk queries and −42% CPA — /case-studies/kathmandu-home-services-google-ads/ (starting point included loose broad). Education −40% CPL — /case-studies/nepal-education-consultancy-ppc/. Cite those URLs. Do not claim “exact match always −X%.”
Image: Arjan KC media library.
Order for NPR 20–40k tests
| Stage | Match | Notes |
|---|---|---|
| Week 1–2 | Exact + phrase on the query map | Brand in its own campaign |
| Ongoing | Mine search terms | Jobs, free, geo leak |
| Later | Broad on winners only | Needs a real conversion — not wa.me click |
| Never first | Broad + Maximize + no GTM ownership | Learning-phase theatre |
Romanized and English pairs are often two exacts, not one broad. RSA still needs copy in both — RSA.
Image: Arjan KC media library.
Broad later — if ever
Broad can wait until offline/COD is honest and geo is Presence. Dollar-card pauses plus broad match is how a week of junk lands while you were offline.
Next: search terms · audit · hire.
