Why Match Types Matter
Keyword match types determine how closely a user's search query must match your keyword before Google shows your ad. Getting this wrong is one of the fastest ways to burn through budget on irrelevant traffic. Getting it right gives you precise control over who sees your ads and why.
Google currently offers three match types: Broad Match, Phrase Match, and Exact Match.
Broad Match
Broad match is the default setting and the widest net. Your ad can show for searches that are related to the meaning of your keyword — including synonyms, related topics, and variations Google's algorithm deems relevant.
Example keyword: running shoes
May trigger ads for: "best trainers for marathon", "jogging footwear sale", "Nike sneakers"
When to use it:
- When using Smart Bidding (Target CPA or Target ROAS), as the algorithm needs query volume to learn
- For discovery — finding new keyword opportunities you hadn't considered
- With robust negative keyword lists to filter irrelevant traffic
Risk: Without negative keywords and smart bidding, broad match can quickly drain budget on unrelated queries.
Phrase Match
Phrase match shows your ad for searches that include the meaning of your keyword. The search query can include additional words before or after, but the core meaning must be present. It replaced the old "modified broad match" in 2021.
Example keyword: "running shoes" (in quotes)
May trigger ads for: "buy running shoes online", "running shoes for wide feet", "best running shoes 2025"
Won't trigger for: "shoe running" (wrong word order changes meaning), "basketball shoes"
When to use it:
- When you want reach beyond exact match but more control than broad
- For campaigns with established performance data
- Effective middle-ground for most campaigns
Exact Match
Exact match shows your ad only for searches with the same meaning or intent as your keyword, with very little variation allowed.
Example keyword: [running shoes] (in square brackets)
May trigger ads for: "running shoes", "shoes for running" (same intent)
Won't trigger for: "buy running shoes", "cheap running shoes online"
When to use it:
- For your highest-converting, most valuable keywords
- When CPCs are high and you need tight budget control
- For brand keywords to prevent wasted spend
Match Type Comparison Table
| Match Type | Symbol | Reach | Control | Best With |
|---|---|---|---|---|
| Broad Match | keyword | Widest | Lowest | Smart Bidding + negatives |
| Phrase Match | "keyword" | Medium | Medium | Most campaign types |
| Exact Match | [keyword] | Narrowest | Highest | High-value, proven terms |
Negative Keywords: The Fourth Match Type
Negative keywords prevent your ads from showing for specific queries. They're arguably the most important element of keyword strategy because they directly prevent wasted spend.
- Negative broad: Excludes any query containing that word
- Negative phrase: Excludes queries containing that phrase in order
- Negative exact: Excludes only that precise query
Review your Search Terms report weekly when a campaign is new, and monthly once it's established. Add irrelevant terms as negatives at the ad group or campaign level.
A Recommended Starting Strategy
- Launch with phrase and exact match to maintain control early on.
- Build a robust negative keyword list from your Search Terms data.
- Once Smart Bidding is trained (typically 4–6 weeks), test broad match keywords in their own campaign.
- Monitor the Search Impression Share metric to gauge how much volume you may be missing with tighter match types.