Google Ads match types control how close a search has to be to your keyword before your ad can show. If you get that setting wrong, you may end up paying for clicks from people who were never going to buy from you.
Most accounts we audit at Wow Elle use the default match type for every keyword. Poorly matched search terms can drain ad budgets over time. Reviewing your keyword list and changing the match types takes just twenty minutes.
This guide explains what each match type does and how its syntax works. It also helps you choose the right one for your budget.
Keyword Targeting: How Google Ads Keyword Match Types Decide Who Sees Your Ads
Advertisers sometimes choose a keyword match type during setup and leave it unchanged, which can lead to wasted ad spend. Google uses match types to check which searches qualify your keywords for an ad auction. Other factors, including targeting and budget, also affect eligibility.
The three sections below cover what each type does and how you tell Google which one you want.
How Broad, Phrase and Exact Match Keywords Work
Broad match gives Google the most freedom to match your keywords with searches. Your ads may appear for related searches, even when they don’t share your keyword’s exact meaning. Every new keyword defaults to broad match unless you choose another type.
But phrase match gives you more control over which searches trigger your ads. Your ads can appear for searches that include your keyword’s meaning, even when the wording or word order differs.
And finally, exact match gives you the most control over which searches trigger your ads. It covers searches with the same meaning or intent, including close variants such as plurals, misspellings and reordered words.
How Google Ads Broad Match Picks Up Related Searches and Close Variants
Broad match considers search intent and related terms when matching keywords. For example, coffee machine repairs could trigger ads for searches like espresso machine servicing near me.
Google also considers your landing page content, other keywords in your ad group and users’ recent searches. These signals help broad match find relevant queries, including ones advertisers might overlook. In fact, Google reports that 15% of its daily searches are queries it hasn’t seen before.
Back in 2021, Google retired the Broad Match Modifier and incorporated its matching behaviour into phrase match. In accounts we manage, broad match needs negative keywords from day one (otherwise, irrelevant clicks can drain the budget).
The Syntax of Keyword Matching: Quotation Marks and Square Brackets
How does Google know which keyword match type you want to use? The punctuation you add tells Google which match type to apply. A missing bracket or quotation mark can change how your keyword matches searches.
For instance, typing coffee machine repairs without punctuation sets broad match, while “coffee machine repairs” uses phrase match.
You need to place square brackets around [coffee machine repairs] for exact match. Like quotation marks, these brackets affect which searches can trigger your ads.
Note: Google’s keyword matching guidelines explain how broad, phrase and exact match determine which searches display your ads.
How Do Keyword Match Types in Google Ads Compare on Reach and Cost?
Keyword match types in Google Ads differ in reach and control over ad spend. Broad match reaches the widest range of searches, while exact match offers the most control. Phrase match sits between them and helps you reach relevant searches with fewer unwanted clicks.
The table below lines up the match types Google Ads gives you side by side:
| Match type | Syntax | Reach | Control | Best for |
|---|---|---|---|---|
| Broad match | coffee machine repairs | Widest | Lowest | Discovering new keywords with Smart Bidding |
| Phrase match | “coffee machine repairs” | Moderate | Balanced | Most PPC budgets and steady lead flow |
| Exact match | [coffee machine repairs] | Narrowest | Highest | Proven terms that already convert |
Each match type offers a different balance of reach and control. Advertisers can use broad, phrase and exact match together to reach more relevant searches without relying on just one type.
Using Negative Keywords to Block Related but Irrelevant Searches
Negative keywords help reduce wasted ad spend by stopping your ads from appearing for unwanted searches. They work with your chosen match types and help prevent irrelevant clicks.
Three negative types do the blocking, and one report tells you what to block:
- Negative Broad Match: It blocks your ad when a search contains all the words in your negative keyword, in any order.
- Negative Phrase Match: When a search contains your exact negative phrase in the same word order, your ad won’t appear.
- Negative Exact Match: This match type blocks your ad only when the search uses the exact words in the same order, with no extra words.
- Search Terms Report: You can find this report under the Insights tab in Google Ads. It shows the actual searches that triggered your ads.
Quick Tip: Check your search terms report every fortnight and add irrelevant terms as negative keywords at the ad group or campaign level. Otherwise, you could keep paying for clicks from the same unwanted searches.
Your Working Guide: Matching Each Match Type to Your Marketing Goals
Once you’ve added negative keywords, you still need to watch how broad match spends your budget. Without proper checks, it can lead to wasted clicks, especially on smaller budgets. Your conversion data can help you decide which match types to use in each campaign.
Match each Google Ads match type to the job you need it to do.
When Broad Match Earns Its Keep with Smart Bidding
You should use broad match when you’ve got enough conversion data. Google’s Smart Bidding can then use that data to decide which searches to bid on.
In our experience, broad match works well when an account gets around 30 conversions a month. Still, you should check your search terms often to avoid paying for unwanted clicks.
To keep broad match spending under control, use negative keywords and set a daily budget. You can then use it to find new search terms.
Why Phrase Match Suits Most Marketing Budgets
Phrase match can help you control which searches trigger your ads. It reaches more searches than exact match while keeping them closely related to your keyword’s meaning. You’ll pick up variations you’d never think to write yourself.
If you’re managing a single campaign on your own, we’d suggest starting with phrase match. In our client accounts across digital marketing and trades, phrase match often brings in the most conversions. We usually see this pattern after a few weeks (often by week four).
Reserving Google Ads Exact Match for Your Highest Value Keywords
When you’ve found keywords that bring in conversions, exact match can help you focus on those searches. You may pay more per click to reach these customers.
However, exact match has a narrower reach, so relying on it alone could limit your traffic. For example, a plumber might bid on [emergency plumber Melbourne] because the search suggests an urgent need. A higher cost per click may still pay off here (the searcher likely needs a plumber now).
Put the Right Match Types to Work in Your Next Campaign
Your keyword match types affect which searches trigger your ads and how you spend your budget. Each type serves a different purpose, so you can use them together based on your campaign goals.
Review your keyword list this week and check which match types you’re using. Next, check your search terms report for unwanted searches and add them as negative keywords. These changes can help you avoid wasted ad spend over time.
Wow Elle builds and manages Google Ads campaigns for Australian businesses that want their budget working harder. Contact us to review your match types and put every dollar in front of the right audience.