A quick keyword match type primer
There are four match types in Google Ads: broad match, phrase match, exact match, and negative match. These match types determine how far Google will go from your intended keywords to include your ad in a search.
| 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 more words before or after. Phrase match has grown more broad over time, and it’s hard to tell which searches it will match. | "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 gives you the most control over who sees your ad, so it shows only for the searches you pick. Use exact match for keywords you know you want to bid for or have converted in the past. | [blue corn tortilla chips] |
