Keyword Match Types
Broad, phrase, exact.
Why Match Types Exist
Match types control how closely a user's search must relate to your keyword before your ad can show. They are the throttle between reach and precision.
Google offers three live match types today: broad match, phrase match, and exact match. Each balances volume against control differently.
Match type syntax:
broad match -> running shoes (no symbols)
phrase match -> "running shoes" (quotation marks)
exact match -> [running shoes] (square brackets)Broad Match
Broad match has no symbols and casts the widest net. It can trigger on synonyms, related searches, and queries Google deems relevant, even without your exact words.
It now leans heavily on Smart Bidding and audience signals. Powerful for discovery, but it needs conversion tracking and tight negatives to stay efficient.
Keyword: women running shoes (broad)
May trigger on:
- ladies jogging sneakers
- best trainers for marathons
- athletic footwear for women
- where to buy nike for runningAll lessons in this course
- How Search Ads Work
- Keyword Match Types
- Writing Responsive Search Ads
- Negative Keywords and Tuning