Match types control which searches can trigger your ads.
Match Types Explained
Broad Match
Syntax: keyword (no symbols)
Example: running shoes
Matches: Related searches, synonyms, variations. Widest reach but least control.
Could match: "best trainers for jogging", "athletic footwear"
Phrase Match
Syntax: "keyword"
Example: "running shoes"
Matches: Searches that include the meaning of your keyword.
Could match: "buy running shoes online", "best running shoes for women"
Exact Match
Syntax: [keyword]
Example: [running shoes]
Matches: Searches with the same meaning or intent. Tightest control.
Could match: "running shoes", "shoes for running"
Our Strategy
We typically use a combination:
- Exact match: For proven, high-converting keywords
- Phrase match: For discovering new valuable searches
- Broad match: With Smart Bidding for AI-driven expansion
Regular search term reviews help identify negatives and new opportunities.