Keyword match types helps you control which searches on Google can trigger your ad. So you could use broad match to show your ad to a wide audience or you could use exact match to hone in on specific groups of customers.

Understanding keyword match types is necessary to run a successful Google Ads campaign. Every keyword you add to your account can be assigned one of four possible match types: broad match, broad match modifier, phrase, or exact.

Broad match

Broad match is the default match type that all your keywords are assigned. Ads may show on searches that include misspellings, synonyms, related searches, and other relevant variations.

Broad match modifier

Similar to broad match, except that the broad match modifier option only shows ads in searches including the words designated with a plus sign (+women’s hats) or close variations of them. 

Phrase match

Ads may show on searches that match a phrase, or are close variations of that phrase, with additional words before or after. Ads won't show, however, if a word is added to the middle of the phrase, or if words in the phrase are reordered in any way. 

Exact match

Ads may show on searches that match the exact term or are close variations of that exact term. Close variants include searches for keywords with the same meaning as the exact keywords, regardless of spelling or grammar differences between the query and the keyword. Close variations here may also include a reordering of words if it doesn’t change the meaning, and the addition or removal of function words (prepositions, conjunctions, articles, and other words that don’t impact the intent of a search), implied words, synonyms and paraphrases, and words that have the same search intent. 


Our Keyword Mixer has all this keyword matching options available, and all this matching options will give you the power to control how relevant a search term needs to be to match a keyword for then showing your ad. 

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