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.

Add this column to a report
  1. Navigate to a Google Ads engine account, campaign or ad group.
  2. Click the Keywords tab and select Paid and organic queries.
  3. If the column isn't already in the reporting table:
    1. Click the Columns button above the performance summary graph.

    2. In the Search for columns box, type the column name

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

    4. Click Apply.

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