Keyword match types dictate how closely your keywords need to match with a user’s search in order for your ad to be considered for the ad auction.
How to use match types
You can select a match type for each keyword on your list. Depending on your goals, you may want to use a mix of match types to tailor your reach. Let’s say you’re a landscaping company using the keyword “lawn mowing service”:
- Exact match gives you the most control over who views your ad, but has the smallest reach. Ads may show on searches that have the same meaning or same intent as the keyword. To add an exact match keyword, put brackets around keywords (for example, [shoes for men]).
Example: With exact match, only a search for “lawn mowing service” would show your ad.
- Phrase match ensures the meaning of your keyword is present while allowing you to reach more potential customers than exact match. Ads may show on searches that include the meaning of your keyword. The meaning of the keyword can be implied, and user searches can be a more specific form of the meaning. With phrase match, you can reach more searches than with exact match and fewer searches than with broad match, only showing your ads on the searches that include your product or service. To add a phrase match keyword, put quotation marks around the keywords (for example, “shoes for me”).
Example: With phrase match, your ad could show in searches like “lawn mowing service near me” or “hire company to mow lawn.”
- Broad match provides the most opportunities for your ad to show, but can use your budget the fastest. Ads may show on searches that are related to your keyword, which can include searches that don’t contain the keyword terms. These may include synonyms, possible misspellings, and other related searches. To add a broad match keyword, enter the keyword as plain text without any formatting.
Example: Here, your ad might show in searches related to your keyword like “lawn aeration price.”
You can change match types in the Keywords tab in your account, or use notations when adding keywords: [lawn mowing service] for exact match, “lawn mowing service” for phrase match, and no formatting for broad match.
