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Google Ads Match Types


What are Google Ads match types?

a match type in Google Ads is a parameter that defines the relationship between your chosen keywords and the search queries that trigger your ads. The four primary match types are Exact Match, Phrase Match, Broad Match, and Broad Match Modifier, and we’ll go into each in detail.

Match Types are critical for targeting the right audience and optimizing your ad spend. Each type has unique rules dictating how closely a keyword must align with a search query to trigger your ad.

Exact match

Exact Match, denoted by square brackets [keyword], is the most specific match type. It triggers your ad only when the search query precisely matches your keyword, including word order and modifiers.

This match type is ideal for targeting niche, high-intent audiences, resulting in a higher click-through rate (CTR) and potentially lower cost-per-click (CPC). However, the trade-off is limited reach.

Exact Match Example
If your Exact Match keyword is [organic coffee beans], your ad appears exclusively for searches like “organic coffee beans” but not for “best organic coffee” or “organic beans for coffee.”

Phrase match

Phrase Match, indicated by quotation marks “keyword”, is more flexible than Exact Match. It triggers your ad when the search query contains your keyword in the same order, with potential additions before or after.

Phrase Match is a middle ground, useful for targeting specific intents while allowing for variations in search queries. It’s great for capturing a broader audience without sacrificing too much relevance.

Phrase Match Example
For the Phrase Match keyword “luxury watches,” your ad could show for “buy luxury watches” or “luxury watches for men,” but not for “watches luxury” or “luxury men’s watches.”

Broad match

Broad Match, with no special notation, offers the most flexibility. Your ad can show for searches that include any or all words in your keyword, in any order, and possibly with additional words.

This match type is beneficial for casting a wide net, ideal for brand awareness campaigns or exploring new market segments. However, it requires careful monitoring and the use of negative keywords to prevent irrelevant traffic.

Broad Match Example
A Broad Match keyword like yoga mats could trigger ads for “yoga accessories,” “buy mats online,” or “exercise mats for yoga.”

Side-by-side comparison of match types

Frequently asked questions

What are some common mistakes to avoid when selecting match types?

One major mistake is using only Broad Match, which will get you the most reach but can lead to a flood of irrelevant traffic and wasted budget. Conversely, relying solely on Exact Match can severely limit your campaign’s reach. Not using negative keywords effectively, especially with Broad Match, is another critical error. Failing to regularly review and adjust match types based on campaign performance is another common mistake (it is not always “set it and forget it!”).

Should I consider different match types for mobile users?

Yes! User search behavior varies between mobile and desktop. Mobile searches are often shorter and more urgent. Consider using more Broad Match for mobile to capture these varied queries (make sure to also use a robust negative keyword strategy). For desktop, where searches are typically more detailed, Exact and Phrase Match can be more effective.

How do match types impact budget allocation?

Absolutely. Match types significantly influence how your budget is spent. Exact Match typically offers a higher ROI for a smaller audience, while Broad Match might lead to more clicks but potentially less qualified traffic. Balancing match types helps optimize spending.

How can I measure the success of different match types in my campaigns?

Review key performance metrics like CTR, conversion rate, Quality Score, and cost-per-conversion. Compare these metrics across different match types to gauge their effectiveness. High CTR and conversion rates combined with a reasonable cost-per-conversion are indicators of a successful match type strategy.

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