Google Ads keyword match types control how closely a person’s search needs to relate to an advertiser’s keyword before an ad may become eligible. Search campaigns use broad, phrase, and exact match, and all can match eligible close variants.
What is broad match in Google Ads?
Broad match can reach searches related to the keyword and provides the widest coverage. Google says it can use additional signals such as landing pages, other ad-group keywords, previous searches, and user location. Because reach is broad, accurate conversion tracking, suitable bidding, and search-term review are especially important.
What is phrase match in Google Ads?
Phrase match can reach searches that include the meaning of the keyword, including eligible close variants. It generally offers more reach than exact match and less than broad match, but it is not limited to the literal words appearing in an unchanged order.
What is exact match in Google Ads?
Exact match focuses on searches with the same meaning or intent as the keyword. It provides the narrowest reach of the three positive match types, but close variants can still include misspellings, reordered words, synonyms, paraphrases, and searches with the same intent.
Which keyword match type should a small business use?
The right mix depends on conversion data, budget, search volume, intent, bidding, and management capacity. Start from business goals, group related themes, measure qualified outcomes, inspect the search terms report, and use careful negative keywords rather than assuming one match type is universally best.
Trusted Web Creators connects keyword strategy, ads, landing pages, and tracking through our Google Ads services.
General information: Google Ads matching and interfaces can change. Advertising involves financial risk, and no match type guarantees traffic quality, cost, leads, sales, or return.