Process Flow
Animated overview of the full workflow
TL;DR
Exact match [keyword] targets the most specific searches matching your keyword's meaning. Phrase match "keyword" targets searches containing the meaning of your keyword. Broad match keyword gives Google the most flexibility to show ads for related searches. Start with Phrase and Exact for control, add Broad only with smart bidding and conversion data. Negative keywords work across all match types to block unwanted searches.
Step-by-Step Guide
Follow these 5 steps to complete this guide
- 1
The Three Match Types
### Exact Match — [keyword] Denoted with square brackets. Shows your ads for searches that match the meaning of your keyword, including close variants like misspellings, singular/plural, abbreviations, and reordered words with the same meaning. Example keyword: [emergency plumber dubai] Triggers for: emergency plumber dubai, emergency plumber in dubai, dubai emergency plumber, emergancy plumber dubai Does NOT trigger for: plumber dubai (missing "emergency" intent), emergency electrician dubai Exact match gives you the most control and typically the highest relevance, but the narrowest reach. ### Phrase Match — "keyword" Denoted with quotation marks. Shows your ads for searches that include the meaning of your keyword. The search can contain additional words before or after your keyword. Example keyword: "emergency plumber" Triggers for: emergency plumber dubai, best emergency plumber near me, affordable emergency plumber in marina, 24 hour emergency plumber Does NOT trigger for: plumber for emergencies (meaning is similar but Google may or may not match), plumber available on weekends (different intent) Phrase match offers a balance of reach and relevance. It is the most commonly used match type for campaigns that need both volume and control. ### Broad Match — keyword No special notation. Gives Google the most flexibility to show your ads for searches related to your keyword, including synonyms, related searches, and concepts Google considers relevant. Example keyword: emergency plumber Triggers for: emergency plumber dubai, urgent pipe repair, 24 hour plumbing service, fix burst pipe now, water leak help May also trigger for: plumber salary, DIY pipe repair (irrelevant) Broad match has the widest reach but requires smart bidding and robust negative keyword lists to avoid wasting budget on irrelevant clicks. Google recommends broad match when using automated bidding strategies (Maximise Conversions, Target CPA) because the algorithm considers the search context, user signals, and conversion likelihood before deciding whether to bid.
- 2
How Match Types Have Changed
Google has significantly narrowed the differences between match types over the years. In the early days, exact match only triggered for the literal keyword. Today, all match types include close variants — misspellings, singular/plural, abbreviations, and implied words. The practical difference between match types is now primarily about how much additional reach you want beyond your core keyword meaning. Google also retired Broad Match Modifier (BMM) — the +keyword syntax — in 2021. Its functionality was absorbed into Phrase match.
- 3
Choosing the Right Match Type
### Start with Phrase and Exact For new campaigns, use a mix of Phrase match and Exact match. This gives you enough reach to collect data while maintaining relevance. Use Exact match for your highest-priority, highest-converting keywords where you want maximum control. Use Phrase match for terms where you want to discover additional qualifying queries while keeping the core intent intact. ### Add Broad Match Later Once you have established conversion tracking, collected enough data for smart bidding to work effectively (typically 30+ conversions per month), and built a comprehensive negative keyword list, you can add Broad match versions of your top keywords. Monitor the Search Terms Report closely after enabling Broad match. ### The Google Recommendation Google increasingly pushes advertisers toward Broad match combined with smart bidding (Maximise Conversions or Target CPA). The argument is that Google's AI considers user signals (location, device, time of day, search history) alongside the keyword to decide whether to show your ad and how much to bid. In many accounts, this approach does work well — but it requires a mature pixel with conversion data and sufficient budget.
- 4
Negative Keywords and Match Types
Negative keywords also have match types, and they work slightly differently. **Negative exact match:** Blocks the specific term. -[emergency plumber] blocks only "emergency plumber," not "emergency plumber dubai." **Negative phrase match:** Blocks any search containing the phrase. -"free plumber" blocks "free plumber dubai" and "find free plumber." **Negative broad match:** Blocks searches containing all the negative keywords in any order. -free plumber blocks "free plumber" and "plumber free estimate" but NOT "free electrician." Use negative keywords aggressively to prevent wasted spend, especially when using Phrase or Broad match.
- 5
Match Type Strategy by Campaign Type
**Brand campaigns:** Use Exact match for your brand name and close variants. This ensures you only pay for searches specifically about your brand. **High-intent service campaigns:** Use Phrase match as the primary match type, with Exact match for your most valuable terms. **Product campaigns (e-commerce):** Use Phrase match for product categories and Exact match for specific product names or SKUs. **Discovery/expansion campaigns:** Use Broad match with smart bidding and aggressive negative keyword management. Monitor Search Terms Report daily in the first week.
Frequently asked
Questions & answers
Do match types affect Quality Score?
Not directly. Quality Score is based on expected CTR, ad relevance, and landing page experience. However, tighter match types tend to produce more relevant ad impressions, which can indirectly improve CTR and Quality Score.
Can I use different match types for the same keyword?
Yes. Many advertisers bid on the same keyword in Exact, Phrase, and Broad match to control bids differently for each. However, this is less necessary with smart bidding, which adjusts bids per auction regardless of match type.
How do I know which match type triggered my ad?
In the Search Terms Report, the "Match type" column shows the match type that triggered each search term.
What if Broad match wastes my budget?
Add the irrelevant terms as negative keywords immediately. If Broad match consistently generates low-quality traffic despite negatives, pause it and stick with Phrase and Exact.
Was this guide helpful?
Your feedback helps us improve our guides