Match type column (paid and organic report)
The match type (broad, phrase, exact) of the keyword that matched the query listed in the Search query column.
- Navigate to an AdWords engine account, campaign or ad group.
- Click the Keywords tab and select Paid and organic queries.
- If the column isn't already in the reporting table:
Click the Columns button above the performance summary graph.
In the Search for columns box, type the column name
Click + next to the column name in the Available columns list.