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Keyword match types help you control which search queries can trigger your search ads. Balancing reach with relevancy.
It lets you run search ad campaigns without having to account for every possible variation of a keyword.
For example, if you were running an ad for βpendant lights,β the keyword match types would look like this:
Match Type | Looks Like | Appears For | Could Match To |
---|---|---|---|
Broad match | pendant lights | Searches that relate to your keyword |
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Phrase match | βpendant lightsβ | Searches that include the meaning of your keyword |
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Exact match | [pendant lights] | Searches that have the same meaning as your keyword |
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Understanding how the four main keyword match types work is crucial for maximizing your ad budget.
In this post, youβll learn:
- Where to use broad match to improve reach
- How to balance reach and relevance with phrase match
- Focusing on high-intent traffic with exact match
- Excluding unprofitable keywords with negative match
Weβll also show you how to use these in Google Ads.
Letβs get started.
Why Learning Keyword Match Types = Better Ad Performance
Familiarizing yourself with keyword match types empowers you to avoid overspending for traffic that doesnβt help you meet your marketing and sales goals. Using them effectively is the key to a profitable paid search campaign.
A study by Optmyzer found exact match keywords outperformed broad match. For instance, 85.65% of accounts had higher click-through rates using exact match keywords.
These results will be different for each product. The skill is finding the perfect balance between reach and query match.

Next, weβll break down each keyword match type so you can start optimizing your campaigns confidently.
Broad Match
Broad match instructs an ad platform to serve your ad for searches related to your chosen keyword. It also tends to come with a lower cost per click compared to the other match types. Since the traffic isnβt typically going to be as relevant to what you specifically offer.
So youβll likely see lower conversion rates. And keywords that typically lead to higher conversion rates tend to be more competitive, which drives the price up.
Broad match doesnβt just match keywordsβit captures a wide range of intent related to your chosen keyword. Your ad could appear for searches that include:
- Synonyms
- Alternate phrasing
- Similar concepts
- Related concepts
- Brands associated with your keyword
The broad match type also includes some factors outside of the search query:
- The content on your landing page
- The userβs recent search history
- Other keywords in your ad group
Examples of Broad Matches
Use these examples to get a sense of the variety of intents the broad match type can include:
Your keyword | Possible broad matches |
---|---|
affordable t-shirt |
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car repair |
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personal branding coach |
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When to Use Broad Match
Broad matches work well for campaigns that require a high volume of traffic without precise user intent. You might use broad match when:
- Gathering historical data in your first campaign
- Creating a brand awareness campaign
- Promoting new content to build backlinks
- Testing new groups of keywords for conversion potential
However, itβs worth noting that these kinds of campaigns often work best with display advertisingβa different ad format altogether.
Avoid using broad matches when:
- You have a tight budget
- Your product or service fills a specific niche
- You have a target audience in mind
- Your keyword has many (unrelated) meanings
How Broad Match Works with Smart Bidding
Smart Bidding is an AI feature in Google Ads that optimizes your ads by using machine learning to interpret a wide range of data and signals. And incorporating your chosen bid strategy. Whether thatβs:
- Target CPA: This prioritizes leads with the lowest cost per acquisition
- Target ROAS: This configures campaigns to get the most value for your budget (return on ad spend) according to your campaignβs historical data
- Maximize conversion: This aims for the highest number of conversions
- Maximize conversion value: This optimizes your campaign based on a specific value you set for each conversion
Of all the match types, Smart Bidding has the biggest impact on broad match. Because this match type captures more searches, a broader intent, and a higher risk of irrelevant traffic.
This gives the Smart Bidding systems more data to work with. And naturally more room for improvement in terms of conversion rate and overall cost-effectiveness.
Phrase Match
Phrase match can trigger your ad for searches sharing the same intent as your keyword. It balances reach and cost per click as a middle option between broad and exact match types.
Itβs stricter than the broad match type. Searches need to display an intent for something close to your keyword instead of simply containing a related concept.
Examples of Phrase Matches
Here are some examples of searches that could trigger a phrase match in Google Ads:
Your keyword | Possible phrase matches |
---|---|
small couch |
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running shoes |
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marketing freelancer |
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Notice how it covers the same idea in different words. Or closely related ideas that might be used interchangeably in everyday conversation.
When to Use a Phrase Match
Consider using phrase match when:
- You know your customerβs general intent
- Youβre testing keyword performance early in your campaign
- Customers express the same intent through different phrases
- Your industry has new, fractured, or competing vocabularies that you want to capture
Phrase match stops short of forcing a near-identical keyword match. Use that flexibility to test your keyword performance and adapt.
Exact Match
Exact matches only serve your ad for search queries that include identical or near-identical versions of your keyword. This match type usually comes with the highest cost per click in exchange for providing the most relevant traffic to your landing page.
Examples of Exact Matches
These examples should help you understand how close a search needs to be to trigger an exact match:
Your keyword | Possible exact matches |
---|---|
car insurance |
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home printer |
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fence specialist |
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As you can see, it doesnβt just capture similar intent like a phrase match would. People need to search for the same idea using near-identical language.
When to Use Exact Match
Consider using an exact match when:
- Your keyword carries high commercial or transactional search intent
- The keyword phrasing is specific to your niche or audience
- You can accept a higher cost per click in return for more relevant traffic
Exact match is best for campaigns that require precision over reach. Itβs ideal for keywords that youβve chosen for a specific intent. Typically targeting people that are ready to make a purchase.
How to Change Keyword Match Types in Google Ads
To change your keyword match types in Google Ads, go to the ad group within the campaign you want to change the keyword match types for. Then click βCampaignsβ > βAudiences, keywords, and contentβ > βSearch keywordsβ in the sidebar.

Click the β+β button in the top-left corner of the table on the βSearch keywordsβ screen.

Add your keywords in the box on the left. Or get keyword ideas by adding your domain or products/services. (Use our free keyword generator tool if youβre struggling to come up with ideas.)

Use the following notation for each match type you want to use:
- Broad match: Leave keywords without notations
- βPhrase matchβ: Put the keyword in quotations (e.g., βkeywordβ)
- [Exact match]: Put the keyword in square brackets (e.g., )
Alternatively, you can change the match type in the βSearch keywordsβ table under the βMatch typeβ column.
You can update a single keyword by navigating to the βMatch typeβ column and hovering over your chosen keyword. Click the chevron icon and then select a match type in the drop-down menu.

To update multiple keywords at once, click the check box for every keyword you want to change. Then, in the blue menu bar that appears above, click βEditβ > βChange match typesβ > βChange all match types.β

Select a match type from the drop-down menu that appears, then hit βApplyβ to save your changes.


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Negative Match Keywords
Negative match keywords are terms you donβt want to trigger your ads. Theyβre a crucial part of paid search campaigns.
Why?
Negative matches let you minimize costs tied to irrelevant or low-value traffic. Helping minimize ad budget waste.
That means you can exclude as much as you want from your ad groups or entire campaigns on a keyword-by-keyword basis.
Negative match types come in three subtypes:
- Negative broad match: Excludes searches containing a keyword in any form and its related concepts
- Negative phrase match: Excludes searches containing the keyword and searches with the same intent
- Negative exact match: Excludes a keyword and its close variations
Examples of Negative Matches
These examples will show you how each subtype of negative match can exclude keywords differently:
Negative match type | Negative match keyword | Possible exclusions |
---|---|---|
Negative broad match | athletic wear |
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Negative phrase match | baby monitor |
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Negative exact match | gaming laptop |
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When to Use Negative Match Keywords
Use negative match keywords to restrict your reach for irrelevant or unfocused traffic. Youβll use these most commonly in ad groups populated by broad match and phrase match keywords.
Negative keywords arenβt as common in ad groups dominated by exact match keywords. Because exact match keywords already exclude more search terms than broad and phrase matches by their nature. But you might still use them.
Use negative matches on keywords that:
- Have broad intent
- Have numerous synonyms or homonyms
- Represent a different stage of the buyerβs journey from what your ad targets
- Cost too much for your budget
How to Use Negative Match in Google Ads
There are a few ways to add negative match keywords in Google Ads. The first method is ideal for adding them in bulk. Then weβll talk about adding them based on keywords your ads are already appearing for.
Using the Search Keywords Report
Go to your chosen campaign and ad group, then click βCampaignsβ > βAudiences, keywords, and contentβ > βSearch keywords.β

Under the βSearch keywordsβ header, click the βNegative search keywordsβ tab.

Then click the blue β+β icon.

You can add negative match keywords manually in a list format, or by importing a list you create elsewhere in Google Ads.

As with the three standard keyword match types, you can use the following notation to add negative match keywords:
- Broad match
- βPhrase matchβ
- [Exact match]
Click βSaveβ to finalize your list.
Using the Search Terms Report
You can also add negative keywords in the βSearch termsβ report under βInsights and reports.β

Simply check the box next to the keywords youβd like to add as negative keywords. Then select βAdd as negative keywordβ from the blue menu that appears at the top.
Next: Refine Your Match Types and Your Landing Page
Now that you understand the fundamentals of match types, itβs time to optimize your campaigns. Keep refining your match type settings. Aim for the best balance between reach and cost.
And from there?
Focus on designing your landing pages for conversion rate optimization. This will enhance the performance of your paid traffic, making your campaigns more cost-effective.
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