Keyword match types determine how closely user searches must match selected keywords for ads to appear. Understanding match types helps control reach, relevance, and cost.
Broad match offers the widest reach. Ads may appear for related searches, synonyms, or variations. While broad match increases visibility, it can attract lower-intent traffic if not managed carefully.
Phrase match narrows targeting. Ads appear when searches include the keyword phrase in order, with additional words before or after. Phrase match balances reach and relevance effectively.
Exact match provides the highest precision. Ads appear only when searches closely match the keyword. Exact match attracts high-intent users and improves conversion rates but limits volume.
Choosing the right match type depends on goals. Broad match supports discovery and scaling, while exact match drives efficiency and control. Combining match types allows balanced strategies.
Negative keywords enhance accuracy. Excluding irrelevant terms prevents ads from appearing in unwanted searches, protecting budget efficiency.
Monitoring search term reports is essential. Reviewing actual queries reveals performance patterns and informs adjustments to match types and keywords.
Match types are strategic tools. When used thoughtfully, they align reach with intent, improve relevance, and support cost-effective Google Ads performance.
