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.