A Quick Guide to Keywords Match Types

Keywords are core elements of online marketing campaigns, so you…

Keywords are core elements of online marketing campaigns, so you must keep an eye on them. The keywords match types offered by Google help ensure your money is wisely spent on Google Ad campaigns.

It also ensures that you aren’t wasting it by attracting unqualified visitors that are unlikely to convert. Continue reading to learn more about the types of keyword matches and the traffic they generate for more sales.

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Photo by Myriam Jessier on Unsplash

Keywords Match Types for Google Ads

Most individuals are unaware that the keyword match types you choose to have will impact the outcomes you get. There are four main match types for Google Ads keywords.

You need to know each type in detail to decide which ones you want to add to your campaign. You must thoroughly understand each type to choose the appropriate types to include in your ad campaign.

The four main keywords match types are as below:

1. Broad Match

In broad keyword matches, your ads appear in search results, including keywords related to their meaning but do not necessarily contain the exact terms. This is the default type for Google Ads and works best with smart bidding. The syntax is to write out your keyword simply.

For example, if your keyword is women’s bags, your ad may appear when people search for terms like “ladies bags” and “bags for women.”

A broad keyword match allows you to reach a wide audience. But your visitors will be less focused because the terms they search for are related to your keyword. Google will also consider a user’s search activity, the landing page content, and other keywords in your ads to ensure traffic is related.

2. Phrase Match

A phrase match displays your ads in searches that have the same meaning as your keyword or more specific variations of your keyword. Your keyword can have words added before or after it, but not in the middle. The proper syntax is to enclose your target word in quotation marks.

Suppose your phrase match keyword is “women’s bags.” Then you might appear in searches for phrases like “buy women’s bag,” “red women’s bag,” and “Women’s bag sale.”

With phrase match, your ads are placed in front of a smaller audience. But they are only shown in searches that mention what your ad is for, so audiences are more targeted.

3. Exact Match

Exact matches are opposite to broad matches, where your advertising only appears in searches for the same meaning or intent as your keyword. This could be anything from accents, misspellings, abbreviations, and singular or plural forms.

This type of content will get more focused visitors to your site, but you will have less reach. The syntax of the exact match type is to enclose your keyword in square brackets like [keyword].

If your keyword is [women’s bags], the ad will show results for only bags for women.

4. Negative Match

Negative keywords are used to stir your ad away from particular queries so that you can focus on targeting the right audience. Your ads will only appear for related terms, not the exact term you entered.

For example, if your keyword is women’s hats, your ad would show in searches for red travel hats, women’s hats, or hats women. However, it wouldn’t show for red women’s hats.


While creating ads for the Google Ads platform, you must know what keyword match types you have access to. You need to learn more about which one will work best for your needs.

Keyword match types can vary depending on what type of campaign you’re running and the goal you want to achieve with them. In general, Google Ads offers four match types: broad, phrase, exact, and negative, as explained in this post.

Frequently asked questions

What are the 4 types of keywords?

We can classify all keywords into four main categories of intent when researching to understand users’ intentions about making a search: commercial, transactional, informational, and navigational. With a short breakdown of each type, we’ll identify what types are.

Should I use broad or exact match?

In contrast to broad match, where you can display your ad on the search terms related to the keyword, precise match is more controllable. BMM is a type of broad match that is more controlled than phrase matches. Phrase match is less controlled than exact match.

What are the 3 match types for keywords in Google AdWords?

  • Matching phrases (medium reach, medium relevance).
  • Broad match modification (lightly lower reach, greater relevance).
  • Availability (maximum reach, max relevance).
  • Negative match (usually used to increase relevance of website visitors).
  • Match (maximum reach, max relevance).

Is exact match cheaper than broad match?

Keyword Match Type Experiment Conclusions Google Ads For the traffic cost, the broad match modifier was slightly cheaper (at $1.57 per click compared to $1.64 for the exact match), but had a much lower conversion rate.

What are the 3 keyword match types use in Amazon PPC?

In sponsorship campaigns and sponsorship campaigns, Amazon offers three keyword matches. They are precise, precise, and broad. Using these match types, you can fine-tune which customer search queries will trigger your ads.

What are keywords examples?

Keywords are words and phrases people type into search engines in order to find what they’re looking for. If you are looking for a new jacket, you might type something like “mens leather jacket” into Google. Even though a phrase consists of more than one word, it’s still a keyword.

What are the 3 types of keyword matching?

You can choose between three different keyword match types when advertising with Google Ads: broad match or broad match. Phrase match. Exact match.

What are 2 types of keywords?

  • What Keyword Type Are Best Targeted?
  • Need some help?
  • High Volume Keywords. There are many searches carried out by search engine users based on high volume keywords.
  • Long Tail Keywords

What is keyword types in SEO?

Keywords are divided into 9 types: short tail, longtail, short-term, long-term. Product defining, customer defining. These keywords have all of their strengths that can multiply your SEO efforts when used in different situations.

What is a match type?

In Apple Search Ads Advanced search results campaigns, you can set the match type to control how your ads are matched to user searches. Applicants can apply for broad matches and exact matches. We recommend running campaigns with both match types to ensure good coverage and performance.

How many types of keyword matches are there?

Google Ads support four different keyword match types: broad match, phrase match, exact match, and negative match.

How do you match type keywords?

Keyword match types dictate how closely the keyword must match the user’s search query for the auction to be considered. You can use broad match to serve your ads on a wider variety of user searches or you can use exact match to focus your placement on specific user searches.

What are the types of keywords?

  • Product-defining keywords
  • Customer-defining keywords
  • Long-tail keywords
  • Competitor keywords
  • Mid-tail keywords
  • Market segment keywords
  • Product keywords
  • Short-tail keywords

What are exact match keywords?

It means Google will show your ad when a user searches for the phrase or word you bid on. A keyword must match the user’s search query (if not perfectly) in order to enter a Google Ads action.

Which keyword match type is best?

Phrase Match is one of the best keyword match types if you’re targeting a very small audience. Create ads and special offers specific to this user group so you can create a more effective PPC campaign.

A Quick Guide to Keywords Match Types

Abir is a data analyst and researcher. Among her interests are artificial intelligence, machine learning, and natural language processing. As a humanitarian and educator, she actively supports women in tech and promotes diversity.

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