Keyword Match Types
Match types control how closely a search query must match your keyword for your ad to show. Google's main types are broad match, phrase match and exact match, from widest to tightest.
Formula
Match type = broad (widest) → phrase → exact (tightest)Example
For the keyword 'running shoes': exact match shows for very close variants; phrase match for queries containing the phrase's meaning; broad match for loosely related searches like 'jogging sneakers'.
Why it matters
Match types trade reach for control. Broad match finds new queries but needs strong negatives; exact match is precise but limits volume. Most accounts use a mix guided by the search-terms report.
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FAQ
Which match type is best?
There's no single best — many advertisers combine exact/phrase for control with broad match plus Smart Bidding and negatives to discover new converting queries.
Did broad match change?
Yes — modern broad match uses the search's meaning and account signals, not just keyword words, so tight negative-keyword hygiene matters more than ever.