| Match Type | Modifier Pattern | Description | Example |
|---|---|---|---|
| Broad Match | Keyword | Broad match is a keyword setting that displays your ad for searches that include misspellings, synonyms, related searches, and other relevant variations. This allows your ad to reach a wider audience by appearing in searches that are broadly related to your keywords. Generally it's no good to heavily use broad match unless your account has good conversion data to work with. Otherwise Google will build on a wide range of keywords that may or may not be relevant. | blue corn tortilla chips |
| Phrase Match | "keyword" | Phrase match shows your ad for searches that include the exact phrase or close variations of the phrase, with additional words before or after. Phrase match has increasingly gotten more broad with its variations and it's hard to figure out what keywords it targets specifically. | "blue corn tortilla chips" |
| Exact Match | [keyword] | Exact match displays your ad only for searches that match the exact keyword or close variations of that exact term. This provides the highest level of control over who sees your ad, ensuring it appears only for specific searches. Use exact match for keywords you know you want to bid for or have converted in the past. | [blue corn tortilla chips] |
Handy little tools to speed up your work.
Generate good Google Ads copy with just a few inputs. 7-day free trial with all the features
