Ads may show on searches that are related to your keyword, which can include searches that don’t contain the keyword terms. This helps you attract more visitors to your website, spend less time building keyword lists and focus your spending on keywords that work. Broad match is the default match type that all your keywords are assigned because it is the most comprehensive. That means you don't have to specify another match type (like exact match, phrase match or a negative match type).

The syntax for broad match is to simply input the keyword. Below is an example of how broad match works:

To deliver relevant matches, this match type may also take into account the following:

• The user’s recent search activities
• The content of the landing page
• Other keywords in an ad group to better understand keyword intent

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.

The syntax for phrase match is to put quotes around your keyword, such as 'tennis shoes'. Below is an example of how phrase match works:

Ads may show on searches that have the same meaning or same intent as the keyword. Of the three keyword matching options, exact match gives you the most control over who views your ad, but reaches fewer searches than both phrase and broad match.

The syntax for exact match is to use square brackets, such as [red shoe]. Below is an example of how exact match works: