Frequently Asked Questions
What are keyword match types in Google Ads?
Keyword match types in Google Ads control which search queries trigger your ads. They determine how closely a user's search query must match your keyword before your ad is shown. The three main match types are Broad Match, Phrase Match, and Exact Match, each offering a different balance between reach (how many searches trigger your ad) and precision (how relevant those searches are).
What is Broad Match in Google Ads?
Broad Match (no special symbols around the keyword) is the default match type and has the widest reach. Your ad can appear for searches that include synonyms, related searches, misspellings, and variations of your keyword. For example, a broad match for "running shoes" might trigger for "jogging trainers" or "athletic footwear". While it maximises reach, it can lead to irrelevant clicks and wasted budget if not carefully managed with negative keywords.
What is Phrase Match in Google Ads?
Phrase Match (keyword wrapped in quotation marks: "keyword") shows your ad when the search query contains the meaning of your keyword phrase, possibly with additional words before or after. For example, "running shoes" might trigger for "best running shoes for women" or "affordable running shoes", but not for "shoes for running trails" where the word order changes the meaning. It offers a good balance between reach and relevance.
What is Exact Match in Google Ads?
Exact Match (keyword in square brackets: [keyword]) shows your ad only when the search query matches the exact meaning and intent of your keyword, with very close variants. For example, [running shoes] might only trigger for "running shoes" or "running shoe" (singular/plural). It delivers the most targeted traffic and highest conversion rates but limits reach. Use Exact Match for your highest-value, highest-converting keywords.
What are negative keywords and how do they work?
Negative keywords prevent your ads from showing for irrelevant searches that would waste your budget. They follow the same match type logic — negative broad (-keyword), negative phrase (-"keyword"), and negative exact (-[keyword]). For example, if you sell premium products, you might add -free as a negative keyword to avoid showing ads to users searching for free alternatives. Our tool generates negative keywords in all three formats simultaneously.
Which keyword match type should I use for my campaigns?
A best-practice approach is to use a mix of all three match types. Start with Broad Match to discover which search queries convert, then add high-performing queries as Phrase or Exact Match keywords. Use Exact Match for your core, highest-value keywords where you want maximum control. Always build a strong negative keyword list regardless of match type to filter out irrelevant traffic.
Which match type gives the highest reach vs. the most targeted traffic?
Broad Match provides the highest reach — your ad can appear for thousands of related searches. Exact Match provides the most targeted traffic — your ad only appears for near-identical searches to your keyword. Phrase Match sits in the middle. Generally: Broad Match = highest volume, lowest precision; Phrase Match = moderate volume, good precision; Exact Match = lowest volume, highest precision and ROI.
Can I use the same keyword in multiple match types?
Yes, and it's actually a recommended strategy. Running the same keyword in Broad, Phrase, and Exact Match simultaneously (often called a "match type trifecta" or "keyword sculpting") allows Google to route different search queries to the most appropriate keyword variant. You can bid differently on each match type — typically bidding highest on Exact Match since it delivers the most qualified traffic.
