Clear search
Close search
Google apps
Main menu

Keyword matching options

Settings for an AdWords Express search phrase or AdWords 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.
  • AdWords (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 AdWords

Was this article helpful?
How can we improve it?
Learn with The Digital Workshop

Learn digital business skills for free