1Match Type Comparison
Overview
| Match Type | Syntax | What It Matches | Control Level | Best For |
|---|---|---|---|---|
| Exact | [keyword] | Only that specific phrase (+ close variants) | Highest | New accounts, B2B, tight budgets |
| Phrase | "keyword" | Contains phrase in order (+ variants) | Medium | Most campaigns |
| Broad | keyword | Related searches, synonyms, intent signals | Lowest | Mature accounts with data |
2Match Type Examples
Keyword: "running shoes"
| Match Type | Will Match | Won't Match |
|---|---|---|
| [running shoes] | running shoes, running shoe | best running shoes, buy running shoes |
| "running shoes" | best running shoes, running shoes for men | shoes for running, running gear |
| running shoes | athletic footwear, jogging sneakers, marathon trainers | football boots (unless Google thinks intent matches) |
3When to Use Each Match Type
Use EXACT Match [keyword] When:
- New Google Ads account (<100 conversions)
- B2B or niche market (specific audience)
- Can't track conversions properly
- Using Maximize Clicks bidding
- Need maximum control over spend
- Industry has many irrelevant similar terms
Expected Result: Lower volume, higher conversion rate, better ROI
Use PHRASE Match "keyword" When:
- Moderate conversion data (100-500 conversions)
- Want balance of reach and control
- Using smart bidding (Max Conversions, Target ROAS)
- Tested keywords have proven conversion patterns
- Retargeting campaigns (visitors already know you)
Expected Result: Moderate volume, good conversion rate, scalable
Use BROAD Match keyword When:
- Mature account (500+ conversions)
- Using smart bidding with conversion optimization
- Want maximum reach for discovery
- Strong negative keyword list in place
- Willing to mine search terms for opportunities
Expected Result: Maximum volume, requires monitoring, discovery potential
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4Match Type Evolution Warning
Google Has Expanded All Match Types Over Time
| What You Think | What It Actually Does |
|---|---|
| Exact match = only this keyword | Close variants + singular/plural + misspellings + implied terms |
| Phrase match = must contain phrase | Word order may change if meaning preserved |
| Broad match = synonyms | Related intent, topics Google thinks relevant |
What This Means
- No match type is as restrictive as it used to be
- Negative keywords are more important than ever
- Review search terms regularly regardless of match type
- Trust Google's AI but verify with data
5Match Type by Budget
Budget-Based Recommendations
| Monthly Budget | Primary Match Type | Reasoning |
|---|---|---|
| Under $1,000 | Exact only | Maximum control, minimize waste |
| $1,000-$5,000 | Exact + Phrase | Balance control and volume |
| $5,000-$15,000 | Phrase + some Broad | Expand reach with smart bidding |
| $15,000+ | All types strategically | Full funnel coverage |
The Key Rule
Never use broad match without: (1) Smart bidding enabled, (2) Strong negative keyword list, (3) Regular search term review.
6Essential Negative Keywords
Universal Negatives (Add These Now)
- Free seekers: free, cheap, discount (unless your offer)
- Job seekers: jobs, career, hiring, salary, resume
- DIY audience: DIY, how to, tutorial, guide, template
- Research phase: reviews, comparison, vs, alternatives
- Wrong format: pdf, download, example, sample
Industry-Specific Negatives
- B2B: Add consumer-focused terms
- Premium brands: Add budget/cheap modifiers
- Local services: Add locations you don't serve
- E-commerce: Add "used," "refurbished" if not selling