Keyword match types are settings in Google Ads (and similar platforms) that control how closely a user's search query must match your keyword for your ad to appear. The three main types are Broad Match, Phrase Match, and Exact Match, each offering different levels of reach and relevance.
| Match Type | Description | How to Use (Google Ads Syntax) | Reach vs. Relevance |
|---|---|---|---|
| Broad Match | Ads show for searches loosely related to your keyword, including synonyms, related concepts, and variations. It casts the widest net but may include less relevant traffic. | Keyword as-is (e.g., interior paint) | Highest reach, lowest relevance |
| Phrase Match | Ads show for searches containing the exact phrase or close variations in the same order, but can have words before or after. Includes plurals and close variants. | Quotation marks (e.g., "interior paint") | Moderate reach and relevance |
| Exact Match | Ads show only for searches that exactly match the keyword or close variants with the same meaning or intent. Most restrictive, highly relevant. | Square brackets (e.g., [interior paint]) | Lowest reach, highest relevance |
Details:
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Broad Match allows your ad to appear for a wide variety of search queries related to your keyword, including synonyms, related topics, and even searches influenced by your landing page content or user behavior. For example, the keyword interior paint could trigger ads for Sherwin-Williams, lavender paint, or interior design searches.
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Phrase Match requires the search query to include your keyword phrase in the exact order, but other words can appear before or after it. It also includes plural forms and close variations. For example, the phrase match keyword "curtain rods" could trigger ads for pole for curtains rods.
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Exact Match is the most precise match type. Ads only show when the search query exactly matches the keyword or its close variants with the same intent, including plurals and some rewordings with the same meaning (e.g., outside light matches outside lights or outdoor lights). No additional words before, after, or in between are allowed.
Practical Use:
- Start with Broad Match to discover new relevant search terms and maximize reach.
- Use Phrase Match to target more specific search phrases while maintaining some flexibility.
- Use Exact Match to focus on high-intent searches and maximize relevance and conversion control.
Summary Table:
| Match Type | Triggered Search Examples | Use Case |
|---|---|---|
| Broad Match | "interior design", "lavender paint", "Sherwin-Williams" | Discover new keywords, wide reach |
| Phrase Match | "pole for curtains rods", "buy curtain rods online" | Target specific phrases |
| Exact Match | "outside lights", "outside light" | High-intent, precise targeting |
This hierarchy balances reach (broad match) with relevance (exact match), allowing advertisers to optimize campaigns for traffic volume or conversion quality depending on their goals.
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