Ben Harris
Content Writer
Table of Contents
Keyword match type tells Google how closely the keyword needs to match the searcher's query in order for your ad to appear.
The Different Match Types
There are four main keyword match types: broad match, modified broad match, phrase match, and exact match.
Broad Match
Broad match is the most general keyword-matching option. With broad match, your ads can show up for searches that include your keywords in any order and with any other words before, after, or between them. Your ad can also show up for close variants of your keywords, including misspellings, singular/plural forms, abbreviations, acronyms, stemming (such as floor and flooring), accents, and hyphens.
Modified Broad Match
Modified broad match is similar to broad match, but with more control. You can choose which words in your keyword phrase must be present in the searcher's query for your ad to appear. You do this by adding a plus sign (+) in front of each word that must be included. For example, if you're a plumber who wants to target the keyword "emergency plumbing," you could use the modified broad match keyword +emergency +plumbing. This would tell the search engine your ad could show up for any variation of that keyword phrase as long as the word "emergency" and the word "plumbing" are both included.
Phrase Match
Phrase match is more restrictive than broad match, but still allows for some flexibility. With phrase match, your ad can show up for searches that include your keyword phrase in the same order as you've specified it, with other words before or after it. Your ad can also show up for close variants of your keyword phrase, including misspellings, singular/plural forms, abbreviations, and accents.
Exact Match
Exact match is the most restrictive keyword matching option. With exact match, your ad can only show up for searches that include your keyword phrase in the same order and with the same meaning as you've specified it. Exact match also includes close variants of your keyword phrase, including misspellings, singular/plural forms, abbreviations, acronyms, stemming (such as floor and flooring), accents, and hyphens.
How to Use Keyword Match Types
When you're setting up your pay-per-click campaign, you'll need to decide which keyword match types to use for each keyword. The match type you choose will depend on your goals and your budget.
If you're trying to reach as many people as possible, broad match or modified broad match might be a good option. These match types allow your ad to show up for a wider range of searches, which could increase the number of clicks and conversions you get. However, because broad match is so general, it can also result in a lot of unqualified traffic. This means you may end up paying for clicks from people who are not actually interested in what you're selling.
If you're trying to be more selective about who sees your ad, phrase match or exact match might be a better option. These match types allow your ad to show up only for searches that are more likely to result in a sale. However, because phrase match and exact match are more restrictive, your ad may not show up as often. This could result in fewer clicks and conversions overall.
Frequently Asked Questions
What is the difference between phrase match and exact match?
Phrase match allows your ad to show up for searches that include your specified keyword phrase, regardless of order or other factors. Exact match is the most restrictive option, allowing your ad to show up only for searches that include your keyword phrase in the same order and with the same meaning as you've specified it.
Which is the default keyword match type?
The default keyword match type is broad match. This means that your ad will show up for any search that includes your specified keyword, regardless of order or other factors.
Should I use exact match keywords?
This can be a good option if you're on a tight budget or trying to be very selective about who sees your ad. However, because exact match is so restrictive, your ad may not show up as often. This could result in fewer clicks and conversions overall.
What are some tips for choosing the right keyword match types?
When choosing keyword match types, consider your goals and your budget. Broad match and modified broad match can help you reach a wider audience, but may also result in unqualified traffic. Phrase match and exact match are more restrictive, but can also help you be more selective about who sees your ad. Ultimately, the best keyword match type for you is the one that will help you meet your goals at a price you're comfortable with.
What are negative keywords and how do they impact match types?
Negative keywords are words or phrases you specify as being irrelevant to your ad campaign. These words will not trigger your ad to show up, even if they're included in a search. Negative keywords can impact match types by making your ad more selective and relevant to the searcher. For example, if you're selling shoes, you might want to add "free" as a negative keyword. This way, your ad will only show up for searches that are relevant to people who are actually looking to buy shoes, rather than those who are just looking for free shoes.
What are some example search queries that would trigger a broad match type keyword?
Some examples of searches that would trigger a broad match type keyword are "shoes", "shopping for shoes", and "where to buy shoes". Broad match is the least restrictive option, so your ad will show up for any search that includes your specified keyword, regardless of order or other factors.
What is the default match type in Google Ads?
The default match type in Google Ads is broad match. This means your ad will show up for any search that includes your specified keyword, regardless of order or other factors. You can change your match type at any time, but broad match is the default option.
How do I change keyword match types in my Google Ads account?
To change keyword match types in your Google Ads account, go to the "Keywords" tab and click on the keyword you want to modify. In the "Match Type" column, select the new match type from the drop-down menu. You can choose from broad match, phrase match, exact match, or negative keyword.
What are some example search queries that would trigger an exact match type keyword?
Some examples of user searches that would trigger an exact match keyword are "buy shoes", "shoes for sale", and "shoes online". Exact match is the most restrictive option, so your ad will only show up for searches that exactly match your specified keyword.
