Keyword Match Types
Broad / Phrase / Exact - how tightly you match searches
Broad / Phrase / Exact - how tightly you match searches
Why It Is Critical
Match types control how closely a person’s search query must match your keyword for your ad to be eligible to show. They are the single biggest lever for controlling traffic quality versus reach in a Search campaign. Too broad and you waste money on irrelevant searches. Too narrow and you miss high-intent queries you should be capturing.
How It Works & Underlying Dynamics
Match Type Syntax & Behavior: • Broad Match (`running shoes`): Any query Google considers related - widest reach, least control. Works best paired with Smart Bidding and strong negative keyword lists. • Phrase Match (`"running shoes"`): Queries containing the meaning of your phrase - moderate reach and control. • Exact Match (`[running shoes]`): Queries identical or very close in meaning - highest control, narrowest reach. Use for highest-intent terms where precision matters most. Modern Reality: Exact match includes close variants (synonyms, reorderings, implied meanings). Negative keywords are mandatory to prevent unwanted queries.
Calculation Example & Benchmark Matrix
| Match Type | Syntax Example | When To Use |
|---|---|---|
| Broad Match | running shoes | Any query Google considers related - widest reach, least control. Pairs with Smart Bidding. |
| Phrase Match | "running shoes" | Queries containing the meaning of your phrase - moderate reach and control. |
| Exact Match | [running shoes] | Queries identical or very close in meaning - highest control, narrowest reach. |
'Match types without negative keywords are a half-built campaign. The match type determines what you can show for. The negative keyword list determines what you refuse to show for. Both matter equally.'