What Are the Different Types of Keyword Matches in Google Ads?

The different types of keyword matches in Google Ads include broad match, phrase match, and exact match, each defining the way your ads are triggered based on the search queries that people enter.

Full Explanation

In Google Ads, keyword match types determine how closely the search terms must match your keywords for your ads to appear. Broad match allows your ads to show on searches that relate broadly to your keywords, which means it can reach a wide range of searches, but sometimes this can be too broad and less targeted. Phrase match narrows this reach by showing your ad only on searches that include the meaning of your keyword phrase in the same order, ensuring relevance. Exact match is the most precise type where your ad will only show when the search query exactly matches the meaning of your keyword.

Step-by-Step Breakdown

Broad Match: Your ads may appear on searches that are loosely related to your keywords, capturing a wide audience but potentially less relevant traffic.
Phrase Match: Your ads are shown only on searches that contain the exact meaning of your keyword phrase, preserving the word order and context to better target interested users.
Exact Match: Your ads appear strictly when users search for the exact meaning of your keywords, offering the highest level of precision and relevance.

Real Examples

For example, if your keyword is “running shoes”:

Broad match could show your ads for searches like “best shoes for running” or “athletic footwear,” covering a broad spectrum related to your keyword.
Phrase match would show your ads on searches like “buy running shoes online” where the phrase “running shoes” appears in order.
Exact match would only trigger your ad when the user types “running shoes” exactly or with very close variations that share the same meaning.

Common Mistakes

Relying solely on broad match, which can lead to ads appearing on unrelated searches and wasting budget.
Confusing phrase match with broad match and expecting similar reach or relevance.
Using only exact match and missing out on valuable related searches that could bring new potential customers.

FAQs

What happens if I use broad match keywords? Your ads may show on a wide variety of searches that relate broadly to your keywords, which can increase exposure but sometimes reduce precision.
How does phrase match improve targeting? By requiring the search query to include the meaning of your keyword phrase, phrase match filters out unrelated searches while still allowing some flexibility.
Is exact match the best option for all campaigns? Exact match offers high precision but may limit reach; it is best used when targeting very specific search intent.

Key Takeaways

Google Ads provides three keyword match types: broad match, phrase match, and exact match.
Broad match offers the widest reach but can be less targeted.
Phrase match ensures ads show on searches containing your keyword phrase’s meaning in order, increasing relevancy.
Exact match displays ads only when search queries precisely match your keywords, maximizing accuracy.
Choosing the right match type depends on your advertising goals between reach and precision.