Keywords determine when your ads can appear based on what people search for. Match types control how closely a search must match your keyword.
Broad Match
Keyword: low carb diet plan
Shows ads for related searches like:
carb free foods
low carb diets
how to cut carbs
Best for: Maximum reach and discovering new search terms.
Phrase Match
Keyword: “tennis shoes”
Shows ads for searches that include the meaning of your keyword, such as:
buy tennis shoes online
discount tennis shoes
Best for: Balanced reach and relevance.
Exact Match
Keyword: [tennis shoes]
Shows ads for searches with the same meaning, such as:
tennis shoes
tennis shoe
Best for: Precise targeting and high-intent searches.
Negative Keywords
Exclude irrelevant searches, such as adding “baseball hats” if you don’t sell them.
Pro Tip
Use Smart Bidding with Broad Match to let Google optimize bids and find the most valuable searches.
