Broad Match vs. Exact Match: Complete Keyword Strategy Comparison

Factor	Exact Match	Broad Match
Format	[keyword]	keyword (no brackets)
Reach	Limited to close variants	Maximum possible reach
Control	Highest	Lowest
Relevance	Highest	Variable (can be very low)
CPC	Often higher	Often lower
Conversion Rate	Typically highest	Typically lower
Budget Waste Risk	Lowest	Highest
Data Requirements	Works with minimal data	Needs conversion data
Best For	Precision, limited budgets	Scale with smart bidding

The Historical Definition (Pre-2018)

Original Exact Match:

• Ads showed ONLY for that precise keyword
• No variations, synonyms, or interpretations
• Example: [running shoes] only showed for "running shoes"

Original Broad Match:

• Loosely related searches triggered ads
• Heavy algorithmic interpretation
• Example: running shoes could show for "athletic footwear"

The Current Reality (2024)

Modern Exact Match:

• Now includes close variants, synonyms, and implied intent
• [running shoes] can show for "running footwear," "jogging sneakers"
• More like old phrase match—still the tightest control available

Modern Broad Match:

• Extremely expansive reach
• Google matches based on perceived user intent
• running shoes could show for "fitness equipment," "marathon training tips"
• Relies heavily on smart bidding to filter quality

The Shift: What used to be exact match is now broader. What used to be phrase match behaves like old broad match. And broad match is essentially "let Google decide."

How Exact Match Works Today

Keyword: [project management software]

Will Show For:

• "project management software" ✓
• "software for project management" ✓ (reordered)
• "project management tool" ✓ (close variant)
• "project mgmt software" ✓ (abbreviation)
• "project management app" ✓ (synonym)

Won't Show For:

• "free project management software" ✗
• "project management tips" ✗
• "Asana vs Monday" ✗
• "how to manage projects" ✗

Advantages of Exact Match

Advantage	Why It Matters
Maximum Relevance	Every click from highly relevant search, minimal wasted spend
Budget Efficiency	Every dollar targets precise intent, better for limited budgets
Predictable Performance	More consistent CPA/ROAS, easier to forecast
Quality Score Benefits	Tight ad-to-keyword relevance, higher QS, lower CPCs
Control Over Messaging	Know exactly what searches trigger ads, tailor copy perfectly

Disadvantages of Exact Match

• Limited Reach: Miss searches that don't match exactly
• More Keywords Required: Need comprehensive keyword list
• May Miss Qualified Traffic: Some qualified users search differently

How Broad Match Works Today

Keyword: project management software

May Show For:

• "project management software" ✓
• "best tools for managing team projects" ✓
• "Asana alternative" ✓
• "how to organize work projects" ✓
• "productivity software for teams" ✓
• "agile methodology tools" ✓
• "task tracking app" ✓
• "meeting scheduling software" ✓

The range: From highly relevant to barely relevant, based on Google's interpretation.

Advantages of Broad Match

Advantage	Why It Matters
Maximum Reach	Accesses long-tail queries you'd never find, discovers new segments
Lower CPCs (Often)	Less competition on expanded queries, finds "cheap" traffic
Machine Learning Integration	Pairs with smart bidding effectively, AI filters for converters
Minimal Keyword Management	One keyword covers many variations, simpler structure
Discovery Capabilities	Finds keywords you didn't know about, reveals how customers search

Disadvantages of Broad Match

• Budget Waste Risk: Many irrelevant clicks likely, can drain budget
• Unpredictable Performance: Results vary, hard to forecast
• Requires Smart Bidding: Manual bidding with broad match = disaster
• Control Sacrifice: Can't control exact searches matched
• Quality Score Challenges: Harder to maintain ad relevance

Conversion Rate Analysis

Match Type	Avg Conversion Rate	Typical Range
Exact Match	5.5%	3-12%
Phrase Match	3.8%	2-8%
Broad Match	2.2%	0.5-5%

Why Exact Wins on CVR: Every click is relevant, user intent matches ad perfectly.

Cost Efficiency Analysis

Scenario: $1,000 Monthly Budget

Metric	Exact Match	Broad Match
Clicks	300 @ $3.33 CPC	600 @ $1.67 CPC
Conversion Rate	5%	2%
Conversions	15	12
Cost Per Conversion	$66.67	$83.33

Result: Exact match delivers 25% more conversions and 25% better CPA despite half the clicks.

When Broad Match Wins

Scenario: $10,000 Monthly Budget with Smart Bidding

Metric	Exact Match	Broad Match
Click Volume	Maxes out at 3,000	8,000 available
Conversion Rate	5%	3.5% (smart bidding optimized)
Conversions	150	280
Result	Can't scale further	87% more conversions

Takeaway: At scale with smart bidding, broad match can deliver more volume. But it requires sufficient data and budget.

Choose Exact Match When:

• Limited Budget ($500-$2,000/month): Every dollar must count
• New Google Ads Account: No conversion history yet, smart bidding won't work
• B2B Lead Generation: Need specific, qualified leads
• High-Value Services: $5,000+ customer value, can't afford unqualified leads
• Niche Markets: Specific technical terminology, broad match interprets incorrectly

Choose Broad Match When:

• Sufficient Conversion Volume (50+/month): Smart bidding has data to optimize
• Large Budget ($5,000+/month): Can absorb some exploration waste
• E-Commerce with Many Products: Can't create exact match for every variation
• Proven Campaign Performance: Know your profitable CPA/ROAS
• Discovery Phase: Want to learn how customers search

Hybrid Approach (Recommended for Most)

Campaign Structure:

• Campaign 1: Exact Match Core (60% budget) - Best-performing, highest-intent keywords
• Campaign 2: Phrase Match Expansion (25% budget) - Broader versions of proven keywords
• Campaign 3: Broad Match Discovery (15% budget) - Limited set with smart bidding, heavy negatives

For New Accounts

Phase 1: Exact Match Foundation (Months 1-3)

• Build comprehensive exact match keyword list
• 20-50 keywords across core themes
• Use Maximize Conversions (no target initially)
• Goal: 30+ conversions to establish baseline

Phase 2: Add Phrase Match (Months 3-4)

• Add phrase match for top-performing exact keywords
• Monitor search terms report closely
• Add negatives weekly
• Identify new exact match opportunities

Phase 3: Test Broad Match (Months 5+)

• Only if exact/phrase campaigns profitable
• Start with 10-15% of budget
• Requires Target CPA or Target ROAS
• Heavy negative keyword list essential

For Established Accounts on Exact Match

Testing Broad Match Expansion:

1. Create experiment (Google Ads built-in)
2. 50/50 split test
3. Run for 4-6 weeks
4. Compare: conversion volume, CPA, conversion quality, ROAS
5. Roll out winner

Red Flags to Watch:

• CPA increases 30%+
• Conversion quality drops
• Search terms show 40%+ irrelevant queries
• Can't maintain target ROAS

Negative Keywords: Critical for Any Strategy

Regardless of match type, build comprehensive negative keyword lists:

• free, jobs, careers, hiring
• tutorial, how to, DIY
• reviews, comparison (if not useful)
• competitor names (if brand bidding unwanted)
• For broad match: 100-500+ negative keywords essential