What are Keyword Match Types?

Learn the difference between broad match, phrase match, and exact match keywords.

Keyword match types dictate how closely the keyword needs to match with the user's search query in order to trigger your ad. These match types help control when and how your ads are displayed, ensuring they reach the most relevant audience. Let's break down the three match types 👇

• Broad Match: Ads may show on searches that are related to the keyword, which can include searches that don't contain the direct meaning of the keywords. This match type takes the following into account: the user's recent search activities, the content of the landing page, and other keywords in an ad group to better understand keyword intent.
• Phrase Match: Ads may show on searches that include the meaning of the keyword. The meaning of the keyword can be implied, and user searaches can be a more specific form of the meaning. With phrase match, we can reach more searches than with exact match and fewer searches than with broad match, only showing our ads on the searches that include the product or service.
• Exact Match: Ads may show on searches that have the same meaning or same intent as the keyword. Of the 3 keyword matching options, exact match gives you the most steering over who views our ads, but reachers fewer searches than both phrase and broad match.