What is the difference between broad match, phrase match, and exact match in Google Ads?

The short answer is that broad match allows your ad to show for a wide range of search variations including similar phrases and related terms, phrase match limits your ad to showing when the exact keyword or that keyword with additional words before or after is searched, and exact match restricts your ad to appear only when the exact keyword is typed without any other terms.

Full Explanation

Understanding the different keyword match types in Google Ads is crucial for controlling when your ads appear. Broad match is the most flexible option. With broad match, your ad can appear for search queries that include the exact phrase you chose, but it also extends to singular or plural versions, misspellings, synonyms, stemmings (variations of words), related searches, and other relevant variations that Google deems similar. This wide net helps your ad reach a broader audience.

Phrase match narrows this down. Your ad will only show when the search includes your exact keyword phrase, either alone or with additional words before or after it. Essentially, your keywords must appear in the exact order you set them, though other terms can be included around them.

Exact match is the most restrictive option. Your ad only appears when someone searches for the exact keyword you specified, with no additional words before or after. This limits impressions to highly targeted queries but gives you precise control over who sees your ad.

Step-by-Step Breakdown

Broad Match: Your ad can show for your keyword phrase plus singular/plural forms, misspellings, synonyms, related terms, and other similar variations.
Phrase Match: Your ad appears when the user’s search contains your exact keyword phrase exactly as defined, but can include extra words before or after it.
Exact Match: Your ad shows only when the user’s search exactly matches the keyword you set, with no additional words.

Real Examples

Imagine your keyword is “running shoes”.

Broad match could trigger your ad for searches like “best running sneakers,” “running shoe sale,” or even “athletic shoes” because it includes related terms and variations.

Phrase match will show your ad for searches like “buy running shoes” or “running shoes for women,” where the exact phrase “running shoes” appears in order but with extra words surrounding it.

Exact match will only trigger your ad if someone searches exactly “running shoes” and nothing else.

Common Mistakes

Using broad match without monitoring can lead to showing ads for irrelevant searches due to its wide range of matching.
Thinking phrase match means the keyword can appear in any order—in fact, the keyword phrase must appear in the exact order.
Assuming exact match means close variants don’t trigger ads—it strictly matches the exact keyword with no extra terms.

FAQs

Can broad match show my ad for misspellings?: Yes, broad match can trigger ads for misspellings and related variations.
Does phrase match require the keyword to be at the beginning of the search?: No, the exact keyword phrase can appear anywhere in the search as long as the words are in the exact order.
Will exact match trigger my ad if the user adds an extra word?: No, exact match only triggers when the user’s search equals your keyword exactly without extra words.

Key Takeaways

Broad match casts the widest net by showing ads for a variety of similar and related search terms.
Phrase match limits ad triggers to searches with the exact keyword phrase in the specified order but allows additional words around it.
Exact match offers precise control, showing ads only for searches matching exactly your keyword with no additional terms.