Keyword match types are used in Google Ads to help advertisers control which search queries trigger their ads.
There are four main keyword match types:
Broad Match: This type triggers ads for a wide range of search queries, including variations, synonyms, and related keywords. For example, if your broad match keyword is “running shoes,” your ad may be triggered for searches such as “buy running shoes,” “best-running sneakers,” or “running gear.”
Phrase Match: This match type triggers ads for search queries that contain the exact phrase or a close variation of the phrase in the same order. For example, if your phrase match keyword is “running shoes,” your ad may be triggered for searches such as “buy running shoes online” or “discounted running shoes,” but not for searches like “running sneakers” or “shoes for running.”
Exact Match: This match type triggers ads only for search queries that exactly match your keyword or a close variation of the keyword. For example, if your exact match keyword is “running shoes,” your ad may be triggered for searches such as “running shoes” or “running shoe” but not for searches like “buy running shoes” or “best-running sneakers.”
Negative Match: This match type prevents your ads from being triggered by search queries that contain certain keywords or phrases. For example, if your negative match keyword is “free,” your ad may be prevented from being triggered by searches such as “free running shoes” or “running shoes for free.”
Using keyword match types, advertisers can target their ads more effectively while avoiding irrelevant or low-quality clicks. It’s important to use a combination of match types in your campaigns and to regularly monitor and adjust your keyword lists to ensure that your ads target the right audience and achieve the best results.
Also, See: Keyword Golden Ratio (KGR)