What are Keyword Types?

Keyword match types determine how closely a search query has to match your keyword for your ad to be shown. The choice has a big impact on the reach, relevance and CPC of your SEA campaigns.

The three match types

Broad match is the broadest type: Google shows your ad for all searches it considers relevant, including synonyms and related terms. Phrase match requires the core meaning of your keyword to be present in the search query. Exact match only shows your ad for searches with exactly the same meaning as your keyword, which delivers the most targeted traffic but also the smallest reach.

Match types and negative keywords

Whatever the type, adding negative keywords is essential to exclude irrelevant clicks and protect your Quality Score. Without a negative list, broad match quickly wastes budget.

When do you use which type?

Start with phrase or exact match for more control and insight. Add broad match once you have enough conversion data for Smart Bidding to steer on CPA or ROAS. With enough data, broad match combined with Smart Bidding can deliver more conversions than exact match alone.

Which is better: broad match or exact match?

That depends on your stage and data volume. Exact match gives more control; broad match with Smart Bidding can generate more volume once you have enough data.

Can I mix match types in one ad group?

Yes, that is actually common. Exact match for the most valuable search terms and broad match for discovery.

Are match types the same in every country?

They work the same way, but linguistic matching differs per language. More at developers.google.com/search.