Keyword match type

Keyword match type determines how closely a user’s search query must match your keyword to trigger your ad. The four primary types—broad, phrase, exact, and negative—provide varying levels of control over ad triggering. Broader match types increase potential reach but with less precision, while exact match offers the highest relevance but limited volume. Strategic implementation typically uses a balanced approach across match types, with broader terms for discovery and tighter matching for high-intent queries.