Keyword match types dictate how closely a keyword needs to match with a user’s search query so that an ad can be considered for auction. They determine the reach of ads to potential users based on their searches. The primary keyword match types are broad match, phrase match, and exact match.
Broad match is the most comprehensive match type. Ads may appear on searches related to the keyword, even if they don’t directly contain the keyword’s meaning. This match type considers factors like user’s recent search activities, the content of the landing page, and other keywords in an ad group to better understand the keyword intent. Broad match is the default match type for all keywords.
Phrase match allows ads to show on searches that include the meaning of the keyword. The user’s search can be a more specific form of the keyword’s meaning. The syntax for phrase match is to enclose the keyword in quotes, for instance, “tennis shoes”.
Exact match displays ads on searches that have the same meaning or intent as the keyword. This match type provides the most control over who views the ad but has a narrower reach compared to phrase and broad matches. It can account for misspellings, singular/plural forms, stemmings, abbreviations, and accents. The syntax for exact match is to use square brackets, like [red shoe].
You should use broad match when:
Use phrase match when:
Opt for the exact match when:
You can create campaigns or ad groups specifically for different match types by selecting appropriate options while setting up multipliers in campaign or ad group templates. For instance, if you want campaigns for exact match keywords only, you can select the “Create all keywords in match type-specific campaigns” check box during campaign setup.
Adding very similar keywords, like “red car” and “car red,” is not recommended because only one keyword would match both searches. However, this won’t impact costs or performance. Broad match keywords that are recognized as duplicates will have the one with the higher Ad Rank used in the ad auction.