Keyword Match Types
Keyword Match Types determine which search queries trigger your ad. Google offers three types: Broad Match, Phrase Match, and Exact Match.
The Three Keyword Match Types
Broad Match: Your ad can appear for related queries, even if the keyword isn't exactly contained. Example: keyword "buy shoes" → ad for "order sneakers online".
Phrase Match: Your ad appears for searches containing the meaning of your keyword. Notation: "buy shoes". Example: ad for "buy red shoes online".
Exact Match: Your ad appears only for searches with exactly the same meaning. Notation: [buy shoes]. Tightest control but smallest reach.
Which Match Type to Use?
The best strategy is a combination: Start with Phrase Match for most keywords, use Exact Match for top keywords with higher bids, and only use Broad Match with Smart Bidding.
Pro Tip: Always combine match types with negative keywords to filter out irrelevant searches.
Further resources
Frequently Asked Questions
Phrase Match is the best starting point for most campaigns. It offers a good balance of reach and control.
Related Terms
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