Keyword Match Types

Definition:
Keyword match types determine how closely a user’s search query must align with your selected keyword for your ad to be eligible.

Match types (Google Ads):

• Broad Match – Includes synonyms and related searches

• Phrase Match – Matches the phrase in context

• Exact Match – Matches the exact keyword or close variants

Why it matters:
Match type influences reach, relevance, and cost-efficiency. Broader types reach more people, but often with lower intent.

Best practices:

• Use exact match for high-converting terms

• Monitor search terms and add negatives

• Test phrase vs. exact for balanced control