Match Types Control Who Sees Your Ads
Keyword match types determine which searches trigger your Google Ads. Understanding the differences between broad, phrase, and exact match is fundamental to controlling ad spend and reaching the right audience.
Broad Match
Broad match shows your ad for searches related to your keyword, including synonyms, related topics, and variations. The keyword “digital marketing agency” could trigger your ad for “online advertising company,” “internet marketing firm,” or “SEO services.” Broad match provides maximum reach but least control. Best used with smart bidding strategies that can optimize within the broad targeting.
Phrase Match
Phrase match shows your ad for searches that include the meaning of your keyword. The keyword “digital marketing agency” would trigger for “best digital marketing agency near me” or “affordable digital marketing agency in LA” but not for unrelated variations. Phrase match balances reach with relevance.
Exact Match
Exact match shows your ad only for searches with the same meaning as your keyword. “Digital marketing agency” would trigger for “digital marketing agency” and close variants like “digital marketing agencies.” Maximum control, minimum reach. Best for high-intent, high-value keywords where precision matters.
Match Type Strategy
Layered Approach
Use all three match types strategically. Broad match discovers new keyword opportunities. Phrase match captures relevant variations. Exact match controls spend on your most valuable terms.
Negative Keywords
Regardless of match type, negative keywords are essential. They prevent your ads from showing for irrelevant searches. Review search term reports regularly and add negatives for any unqualified queries.
Common Match Type Mistakes
- Using only broad match without negative keywords (wastes budget)
- Using only exact match (misses valuable variations)
- Not reviewing search term reports to refine targeting
- Ignoring match type when analyzing keyword performance
Optimize Your Google Ads
Brandastic’s PPC experts optimize match type strategies for maximum ROI. Get a free Google Ads audit.
