1The Match Type Masterclass
Understanding the Three Match Types
Match types control who sees your ads. Get them wrong and you waste significant budget on irrelevant clicks.
| 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 |
Match Type Examples in Action
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 | (almost anything related) |
The Match Type Evolution Warning
Critical Understanding: Google has expanded all match types over time. What you think you're getting is NOT what you actually get.
| What You Think | What It Actually Does |
|---|---|
| Exact match = only this keyword | Close variants + same meaning + similar intent |
| Phrase match = contains phrase | Much broader than old phrase match |
| Broad match = related terms | VERY broad—AI-powered matching across intent |
The Default Match Type Problem
Critical Warning: When you add keywords without special formatting (no brackets or quotes), they become broad match automatically.
Example Problem:
Keyword: digital marketing services
Triggered searches: "digital marketing jobs," "free digital marketing course," "digital marketing salary"
None of these searchers are potential customers, yet all consume your budget.
2When to Use Each Match Type
When to Use EXACT Match [keyword]
Scenario 1: New Google Ads Accounts (<100 conversions)
- Limited data for algorithm learning
- Need tight control to gather clean conversion data
- Can't afford to waste budget on exploration
Scenario 2: High-Intent, High-Value Keywords
- Keywords with proven high conversion rates
- Expensive keywords where precision matters
- Bottom-of-funnel purchase intent terms
Scenario 3: Limited Budgets
- Every click must count
- Can't afford algorithm exploration
- Need predictable cost per click
Scenario 4: B2B with Specific Terminology
- Technical terms that shouldn't expand
- Industry jargon with precise meaning
- Audiences that use exact terminology
When to Use PHRASE Match "keyword"
- Core campaign strategy: Best balance of reach and control
- After validating with exact: Expand proven performers
- Service-based keywords: "[service] near me" variations
When to Use BROAD Match keyword
- Mature accounts: 100+ monthly conversions
- Strong conversion tracking: Algorithm has reliable signals
- Discovery mode: Finding new keyword opportunities
- With smart bidding: Algorithm can optimize bids by query
Recommended Starting Mix
| Account Stage | Exact | Phrase | Broad |
|---|---|---|---|
| New (0-50 conversions/mo) | 50% | 50% | 0% |
| Growing (50-100 conversions/mo) | 30% | 60% | 10% |
| Mature (100+ conversions/mo) | 20% | 50% | 30% |
3Negative Keyword Systems
Why Negatives Are Critical
Without negative keywords, you're paying for irrelevant clicks. This wastes 30-70% of budget in accounts without proper negative keyword management.
Universal Negatives (Add to Every Account)
| Category | Keywords to Add |
|---|---|
| Free seekers | free, cheap, discount, coupon (unless you offer these) |
| Job seekers | jobs, careers, hiring, employment, salary, pay, resume |
| DIY intent | how to, tutorial, DIY, course, learn, training |
| Information seekers | reddit, quora, forum, review, comparison |
| Downloads | download, pdf, template (unless you offer these) |
Industry-Specific Negatives
- B2B: personal, home, consumer, small
- Premium brands: cheap, budget, discount, wholesale
- Local services: Cities/regions you don't serve
- Service businesses: DIY, how to fix, repair myself
Negative Keyword Process
Weekly Review (15 minutes)
- Go to Keywords → Search Terms
- Sort by cost (highest first)
- Review each query for relevance
- Add irrelevant queries as negatives
Monthly Deep Dive (1 hour)
- Export full search terms report
- Sort by impressions and clicks
- Identify patterns in irrelevant queries
- Add root negative keywords (not just specific queries)
Negative Match Types
| Type | Blocks | Use For |
|---|---|---|
| Negative Exact | Only that exact phrase | Specific terms to block precisely |
| Negative Phrase | Searches containing phrase | Most negative keywords |
| Negative Broad | Searches containing all words | Broad patterns to block |
Want to see how your account stacks up?
Get a complete Google Ads audit in under 3 minutes.
4The Exact Match Strategy That Doubles Results
When Exact Match Outperforms Everything
For certain business types, an exact-match-heavy strategy can double results by eliminating wasted spend entirely.
Business Types Where Exact Match Dominates
- B2B with technical products: Buyers use specific terminology
- High-ticket services: Specific search intent matters
- Niche markets: Limited keyword universe anyway
- Compliance-heavy industries: Can't afford irrelevant matching
The Exact Match Scaling Process
Phase 1: Core Terms (Week 1-4)
- Identify your 20-50 highest-intent keywords
- Add all as exact match only
- Run for 2-4 weeks to gather data
- Identify which convert profitably
Phase 2: Expand Winners (Week 5-8)
- Take top 10 performing exact match keywords
- Create phrase match versions
- Monitor search terms closely
- Add negatives aggressively
Phase 3: Controlled Broad (Week 9+)
- Only after 100+ monthly conversions
- Add broad match for top 5 performers only
- Set up automated alerts for CPA spikes
- Review search terms daily initially
Expected Results
| Metric | Broad-Heavy Account | Exact-Heavy Account |
|---|---|---|
| Impression volume | High | Lower |
| Click volume | High | Lower |
| Conversion rate | 2-5% | 8-15% |
| Cost per conversion | Higher | 30-50% lower |
| Wasted spend | 30-70% | 5-10% |
5Keywords in the AI Automation Era
The Changing Role of Keywords
As AI takes over more targeting decisions, keywords are becoming less important for reach but more important for control.
What's Changed
| Traditional Role | AI-Era Role |
|---|---|
| Keywords define reach | AI expands reach beyond keywords |
| Match types control precision | All match types are broader |
| Keywords are the strategy | Keywords are one input among many |
What Still Matters
- Negative keywords: Still essential for blocking irrelevant traffic
- Seed keywords: Give AI a starting point
- Brand keywords: Protect your brand terms
- High-intent exact match: Capture bottom-funnel searchers
What to Focus On Instead
- Conversion tracking accuracy: AI optimizes for what you track
- Creative quality: Determines targeting in PMax, Demand Gen
- Landing page experience: Affects Quality Score and conversions
- Audience signals: Customer lists, website visitors
The Hybrid Approach
For most advertisers, the best strategy combines:
- Exact match Search campaigns: High-intent bottom funnel
- Performance Max: AI-driven expansion
- Strong negative keyword lists: Applied across everything
- Brand campaigns: Protected brand terms