In Google Ads, keyword matching options determine how closely a user’s search query must match your chosen keywords for your ad to appear. Understanding these options helps you control which searches trigger your ads, ensuring better targeting and efficiency.
Types of Keyword Match Types
Google Ads offers three main keyword match types:
1. Broad Match (Default)
- How it works: Ads may appear for searches that are related to the keyword, even if they don’t contain the exact words.
- Example: If your keyword is “running shoes”, your ad may show for searches like “best sneakers for jogging”or “buy sports footwear.”
- Best for: Expanding reach and discovering new search terms, especially when using Smart Bidding to optimize performance.
2. Phrase Match
- How it works: Ads appear for searches that contain the meaning of your keyword in order, but with some flexibility for variations.
- Example: If your keyword is “men’s running shoes”, your ad may show for “best men’s running shoes” or “buy running shoes for men.”
- Best for: Finding relevant searches while maintaining control over intent.
3. Exact Match
- How it works: Ads only appear for searches that closely match the keyword, including slight variations like misspellings or synonyms.
- Example: If your keyword is “running shoes”, your ad may show for “running shoes” or “shoes for running,”but not for “best sports shoes.”
- Best for: Targeting high-intent searches with precise targeting and better conversion potential.
Why Keyword Match Types Matter
- Broad Match maximizes reach but requires strong negative keywords to filter out irrelevant traffic.
- Phrase Match balances reach and relevance, making it suitable for most campaigns.
- Exact Match ensures precision but may limit visibility.
💡 Tip: Use a mix of match types and regularly analyze Search Terms Reports to refine your keyword strategy and maximize performance.
