What Is the Difference Between Broad, Phrase, and Exact in Keyword Matching?

Short Answer: Broad match means your keyword can appear anywhere in the search phrase, but you need to be careful when adding negative keywords since keywords in broad match can block ads in unintended contexts. Phrase match is best for multi-word keywords, such as a competitor’s name, where you want those exact words in order. Exact match would be for a very precise match, though the answer focuses mainly on broad and phrase matches.

Full Explanation

When it comes to keyword matching, the broad, phrase, and exact options define how closely a user’s search must align with your keyword for your ads to appear. Broad match allows your ad to show up when the keyword is anywhere within the search query. However, this can lead to ads showing in unintended contexts if not managed carefully. Phrase match requires that the exact sequence of words in a multi-word keyword appears in the user’s search. Exact match demands the search query matches the keyword exactly, though this explanation mainly differentiates broad and phrase match.

Step-by-Step Breakdown

Broad Match: Your ads trigger if your keyword appears anywhere in the search phrase. This can capture a wide range of searches but may lead to unwanted matches if negative keywords are not thoughtfully applied.
Phrase Match: Use this mainly for keywords with two or more words, like a competitor’s name. Your ad shows only when the exact phrase appears in the user’s search.
Exact Match: While not elaborated fully in the answer, exact match targets a very precise search query identical to your keyword.
Negative Keywords: When using broad negative keywords, such as “glass,” your ads won’t show for searches containing that word, even in important contexts like “auto glass” or “car glass.”

Real Examples

If you add “Lowe’s” as a broad keyword, your ads can appear for any search containing “Lowe’s” in any position. For a competitor’s name with two or more words, you would add it as a phrase match to ensure your ad only triggers when those exact words appear together.

Common Mistakes

Applying broad negative keywords without considering the impact, which can inadvertently block your ads from relevant searches containing those words.
Using phrase match for single-word keywords instead of broad match, which might limit ad visibility.
Not differentiating between when to use broad and phrase match leading to ads showing on unintended searches.

FAQs

Can I use broad match for single-word keywords?: Yes, for one-word keywords like “Lowe’s,” broad match is recommended.
When should I use phrase match?: Use phrase match mainly for keywords with two or more words like competitor names to make sure your ad triggers on the exact phrase.
Are there any risks with broad match negative keywords?: Yes, broad negative keywords may prevent your ads from showing on searches containing that word even if they are relevant, such as “auto glass” being blocked by excluding “glass.”

Key Takeaways

Broad match lets your ads appear for searches where your keyword shows up anywhere.
Phrase match targets an exact phrase, essential for multi-word keywords like competitor names.
Negative keywords in broad match require careful use to avoid blocking important searches.
Using the right match type for your keyword length and intent improves ad precision and reach.