Keywords Match Type In Google Ads: With Examples

Understanding keyword match types in Google Ads is essential for any digital marketer or content writer aiming to optimize ad spend and target the right audience. Here’s an in-depth look at the different types and how they can enhance your campaigns.

🔹 Broad Match: Cast a Wide Net

Broad match is the default setting in Google Ads. It targets a wide range of related searches, even if the search query doesn’t contain your exact keyword. This can help you reach a larger audience but may result in less relevant traffic.

For example, if your keyword is “running shoes,” broad match might trigger ads for “sneakers” or “gym shoes.”

🔹 Phrase Match: Balance Reach and Relevance

Phrase match targets searches that include the meaning of your keyword. It strikes a balance between broad and exact match types, offering more relevant traffic than broad match while still capturing a variety of related searches.

For instance, “best running shoes” or “running shoes for women” might trigger your ad for the keyword “running shoes.”

🔹 Exact Match: Precision Targeting

Exact match keywords trigger ads for searches that have the same meaning as your keyword. This match type usually comes with a higher cost per click but delivers the most relevant traffic.

For example, searches like “running shoes” or “best running shoes” would trigger an ad for the exact match keyword [running shoes].

🔹 Negative Match: Exclude Irrelevant Traffic

Negative match keywords prevent your ads from showing for searches that are irrelevant to your business.

This helps you save budget and improve your campaign’s ROI by excluding unprofitable keywords. For example, adding “cheap running shoes” as a negative keyword would exclude searches with that term.

Why Master Keyword Match Types?

Mastering these match types is crucial for:
🔸 Improving ad performance and ROI
🔸 Avoiding unnecessary spending
🔸 Targeting high-intent traffic

Examples

Match Type	Description	Example Keywords
Broad Match	This is the default match type. Your ad may show if the keyword is related in any way, including synonyms, misspellings, and related searches. Example: If you use the keyword shoes, your ad might show for searches like running shoes, buy shoes online, or shoes for sale.	shoes, buy shoes, running shoes, shoes for sale
Phrase Match	Your ad will show for searches that include the exact phrase or close variations of the phrase, with additional words before or after. Example: If you use the keyword “women’s shoes”, your ad might show for searches like buy women’s shoes, women’s shoes online, or best women’s shoes.	buy women’s shoes, women’s shoes online, best women’s shoes
Exact Match	Your ad will show only when the search query matches your keyword exactly, without additional words. Variants like misspellings or singular/plural forms may also trigger your ad. Example: If you use the keyword [red shoes], your ad will typically show for searches exactly like red shoes but might also trigger for red shoe or shoes in red.	[red shoes], red shoes