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.
Which terms belong in the ad group in the first place is decided before you pick a match type: the guide to keyword research for Google Ads walks through collecting terms, judging them and assigning the right match type.
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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