What are Keyword Types?

Keyword types(match types) determine how closely a search query must match your keyword in order to show your ad.The choice has a major influence on reach, relevance and the CPC of your SEACPCGoogleSEAyour ad

for all searches that

it considersrelevant, including synonyms and related terms.Phrase match requires that the core meaning of your keyword is present in the search query.Exactmatch onlyshows your ad for searches with exactly the same meaning as your keyword,whichproduces the most targeted traffic but also the smallest reach.Keyword types and negative keywordsRegardless of the type, adding negative keywords is essential to eliminate irrelevant clicks and protect Quality

Score.Without a negative list, broad

match quickly wastes budget.When doNegative Keywordswith phrase or exact match for more control and insight.Add broad match as soon as you have enough conversion data for SmartQuality Scoreor ROAS.Broad match in combination with Smart Bidding can yield more conversions than exact match alone, given sufficient data.What is better:

broad match or exact match?That

depends on your phase and data volume.Exact match gives more control;broad match with Smart Bidding can generate more volume with sufficient data.CanCPAmixROAStypes in one ad group?Yes, that is even common.Exact match for the most valuable search terms and broad match

for discovery.Are keyword types the same

in all countries?The operation is the same, but linguistic matching differs per language.More at developers.google.com/search.