Keyword matching options

Settings for an AdWords Express search phrase or Google Ads keyword that help control how closely the word needs to match a person's search for your ad to appear.

  • When someone searches on Google, they enter a word or phrase that can be matched to your ad and cause it to appear.
    • Example: kittens
    • Searches that can match: kittens, kitten photos, adopt a kitten
  • AdWords Express automatically assigns a match type to your search phrases, which allows your ad to show on searches for similar phrases and relevant variations. The matching option can't be updated in AdWords Express.
  • Google Ads (Google's other advertising product) offers 4 keyword matching options that can be edited: broad match, phrase match, exact match, and negative match.

How search phrases work in AdWords Express
Find out more about keyword matching options in Google Ads

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