Keyword match types
The Google Ads setting that determines which searches a keyword matches: broad match, phrase match and exact match.
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Why it matters
Exact match increases control but limits reach; broad match captures new searches but is open to irrelevant traffic. Broad match works best when used together with smart bidding and strong conversion data. Which type to choose depends on budget, data and the need for control.
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Example
A new low-budget campaign starts with its clearest service phrases in exact and phrase match. Once conversion data has accumulated, broad match is tried and watched closely through the search terms report.
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Common mistake
Using broad match without a negative keyword list and conversion tracking. Because the system does not know what is valuable, it spreads the budget across broad, irrelevant searches.
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Related terms
Related services and guides
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