Match type column

Displays and changes the match type of a keyword.

Keywords can have one of the following match types:

• Broad

• Phrase

• Exact

• Content (Microsoft Advertising only)

Use in formula columns

If you use this column in a formula column, refer to the column as keyword_match_type. Make sure any expressions you create refer to one of the pre-defined values that this column can contain, which are listed above. All functions are case insensitive. That is, If(keyword_match_type="Broad") and If(keyword_match_type="broad") mean the same thing.

Here’s an example function that outputs "Brand-Broad" for keywords that are labeled with the “Brand” label and have been defined with a broad match type:
If(and(Has_label("Brand"),keyword_match_type="Broad"), "Brand-Broad","Brand")

Add this column to a report

1. Navigate to an advertiser or lower scope.

2. Click the Keywords tab.

3. Above the performance summary graph, click the Columns button.

4. Next to Available columns, type the column name in the search box.

5. Click + next to the column name in the Available columns list.