Google Ads Match Types

What are Google Ads match types?

Google Ads keyword match types allow search marketers to match their paid search ads with what people are searching for on Google. They are an important part of search marketing, and include broad match, phrase match, and exact match. There are also negative keywords, which marketers can use to exclude keywords from showing on searches.

Google Ads match types explained

Google Ads offers several keyword match types that control how closely a user’s search query must relate to your selected keyword before your ad becomes eligible to appear. 

Understanding how each match type works can help advertisers improve targeting, control costs, and reach the right audience at the right time.

1. Exact match

• Syntax: Square brackets, e.g., [running shoes]
• How it works: Shows ads for searches that have the same meaning or intent as your keyword, including close variations.
• Best for: High-intent campaigns where precision and control are priorities.
• Considerations: Typically delivers the most relevant traffic but may limit overall reach.

2. Phrase match

• Syntax: Quotation marks, e.g., “running shoes”
• How it works: Shows ads for searches that include the meaning of your keyword, even when additional words are added before or after it.
• Best for: Advertisers seeking a balance between reach and targeting accuracy.
• Considerations: Provides more flexibility than exact match while maintaining a relatively high level of relevance.

3. Broad match

• Syntax: No special symbols, e.g., running shoes
• How it works: Shows ads for searches related to your keyword, including synonyms, related concepts, and other relevant variations.
• Best for: Expanding reach and discovering new search opportunities.
• Considerations: Can generate higher traffic volume but often requires ongoing optimization and negative keywords to improve efficiency.

4. Negative keywords

• Syntax: Added as exclusions, e.g., free
• How it works: Prevents ads from appearing for searches that contain specific words or phrases.
• Best for: Filtering out irrelevant traffic and improving campaign efficiency.
• Considerations: Regularly reviewing search terms can help identify new negative keywords and reduce wasted ad spend.

What are the benefits of Google Ads match types?

Match types dictate how accurately a keyword needs to match a user’s search query before you begin participating in the auction. You want to make sure you’re bidding on the right keywords so that your ads appear to people who are searching for what you have to offer. Choosing the right match types can help increase your impressions, click through rates, and more.

What are some tips for using Google Ads match types?

Be sure to keep an eye out for updates from Google on changes it makes to the ads match types available. For example, in 2021, Google announced that it will begin phasing out broad match modifiers, which will instead be incorporated into a new phrase match.

Second, regularly check the Recommendations section in Google Ad Manager for further suggestions on how to improve your campaigns.

Third, experiment with smart bidding.

And finally, exclude matches you don’t want with negative keywords.