Google Ads Match Types Explained
Google Ads offers three main keyword match types: Broad Match, Phrase Match, and Exact Match. Each controls how closely a user’s search query must relate to your keyword in order to trigger your ad. Here’s a breakdown of how each match type works:
| Match Type | Example Queries | How It Works | Notation |
|---|---|---|---|
| Broad Match |
|
Ads may show on searches that relate to your keyword, even if the exact term isn’t included. | keyword |
| Phrase Match |
|
Ads may show on searches that include the meaning of your keyword in the same order. | "keyword" |
| Exact Match |
|
Ads may show on searches that are the same meaning or intent as your keyword. | [keyword] |
Source: Google — Visual comparison of keyword match types in search campaigns.
Which Match Type Should You Use?
Each match type plays a unique role in your Google Ads strategy. Choosing the right one depends on your goals, budget, and level of control.
- Use Broad Match when you want to give Google’s algorithm more flexibility to find high-performing queries — especially when using Smart Bidding strategies like Maximize Conversions or Target ROAS. Broad match allows the system to match with searches that are relevant in meaning, even if the words aren’t exact. This can surface valuable long-tail queries you hadn’t thought of.
- Use Phrase Match when you want a balance between reach and precision. Phrase match respects the word order and meaning of your keyword, but still allows for slight variations, making it ideal for mid-funnel intent.
- Use Exact Match when you want full control over what triggers your ad — for example, when targeting high-intent, bottom-of-funnel keywords or branded terms.
In most accounts, a combination of all three match types works best — tested separately, reviewed frequently, and optimized based on actual performance.
Common Mistakes Advertisers Make (and How to Avoid Them)
❌ Mistake 1: Using Only Broad Match Without Smart Bidding
Many advertisers rely solely on broad match in combination with manual bidding or basic CPC bidding. This results in low relevance, wasted clicks, and poor Quality Scores.
What to do instead: Use broad match only when paired with Smart Bidding (e.g. Maximize Conversions or Target CPA). This allows Google’s machine learning to determine which search queries are likely to convert based on real-time auction signals.
❌ Mistake 2: Not Adding Negative Keywords
Let’s say you bid on furniture store using phrase match. Without negative keywords, your ads might appear for searches like “cheap furniture repair near me” or “IKEA locations” — which may not be relevant to your offer.
How to fix it: Regularly review your Search Terms Report and exclude terms that don’t align with your product or service. This protects your budget and improves ad relevance.
❌ Mistake 3: Assuming Exact Match = Absolute Match
Even though exact match is the most restrictive, it still includes close variants like misspellings, reordered words, or plural forms. For example, [running shoes] can match with “shoes for running”.
Tip: Monitor performance even with exact match — and adjust based on actual intent and conversion data.
✅ Bonus Insight: Why Broad Match Is Getting Smarter
Google has significantly improved its understanding of search intent in recent years. Broad match no longer means “random” — instead, it uses AI signals like recent search activity, location, and device to match your ad with searches that are more likely to convert. When used correctly, it can outperform other match types — but only when paired with automation and strong conversion tracking.
