What are Keyword Match Types in Google Ads?

Running Google Ads without understanding keyword match types is like casting a fishing net without knowing what kind of fish you’re after—you might get lucky, or you might just waste a lot of bait. 

If you’ve ever wondered why your ads are showing up for weird search terms or not showing up at all, the secret sauce could be in the match type you’re using. 

In this guide, we’ll break down what keyword match types are, how they affect your ad visibility, and how to choose the right one to get better clicks, better leads, and better results.

What are Keyword Match Types in Google Ads?

When you’re running a Google Ads campaign, choosing the right keyword match type is kind of like choosing the right shoes for a marathon—you want the perfect fit so you can go the distance (and not waste money along the way).

In simple terms, keyword match types help you control how closely a user’s search query needs to match your chosen keyword before your ad is triggered. Think of them as filters that tell Google: “Only show my ad when someone types this, something like this, or exactly this.”

Let’s break down the three main match types so you can understand how each works and when to use them.

Broad Match Keywords

Broad match is the default match type in Google Ads. It gives you the widest reach by showing your ads to a broad range of searches that are related to your keyword—even if the exact keyword isn’t used.

Example: If your keyword is men’s running shoes, your ad might show up for searches like buy sneakers, shoes for jogging, or even best athletic footwear for men.

Pros:

• Maximum reach
• Helps uncover new search terms you might not have thought of

Cons:

• Can be a bit too broad and eat up your budget with irrelevant clicks
• Less control over who sees your ad

If you go for a broad match, it’s a good idea to monitor your CTR and add negative keywords to filter out the junk.

Phrase Match Keywords

Phrase match gives you a bit more control. Your ad will only show when someone searches for your exact keyword phrase, or close variations of it, in the same order—but they can include words before or after.

Example: If your keyword is “men’s running shoes”, your ad could show up for buy men’s running shoes or best men’s running shoes for flat feet, but not for running shoes for men (since the order is different).

Pros:

• More targeted than broad match
• Still allows some flexibility

Cons:

• Less reach than broad match
• You might miss out on some relevant variations

Phrase match strikes a nice balance between control and reach. It’s a popular choice for advertisers looking to maintain relevance without being too strict.

Exact Match Keywords

This is the most precise option. Your ad will only show when someone types your exact keyword, or a very close variant with the same meaning.

Example: If your keyword is [men’s running shoes], your ad might appear for men running shoes or running shoes men, but not for buy shoes for jogging.

Pros:

• Highly targeted
• Better control over who sees your ad
• Usually results in higher CTR

Cons:

• Limited reach
• You may miss out on some valuable traffic

Exact match is great when you know exactly what your audience is searching for and want to avoid wasted ad spend.

Negative Keywords Match Types

Negative keywords prevent your ads from showing on searches you don’t want to target. They’re essential for improving ad relevance and avoiding wasted clicks.

You can use match types here too:

• Broad Negative Match: Ads won’t show if the search contains all your negative keyword terms, in any order.
• Phrase Negative Match: Ads won’t show if the search contains the exact phrase.
• Exact Negative Match: Ads won’t show if the search matches your keyword exactly.

Using the right negative keywords match type can help improve your impressions quality and keep your ad spend focused.

How to Pick the Right Keyword Match Type for Your Campaign

Here’s the fun part—how do you choose the right one? There’s no universal answer, but here are some simple guidelines:

• Use broad match when you’re just starting and want to explore what users are searching for (but monitor closely!).
• Use phrase match if you want a mix of flexibility and control.
• Use exact match when you know your audience’s search behavior and want to maximize relevance.

Whichever type you choose, always revisit your keyword performance regularly. Combine your strategy with smart targeting and proper use of negative keywords to refine and improve results over time.

Conclusion

Understanding keyword match types is essential if you want to get the most out of your Google Ads budget. Each match type has its own strengths and trade-offs, and knowing when to use which can make all the difference.

Still unsure which match type fits your business goals best? That’s where we come in.At Ostenpowers, we’ve helped businesses across industries build high-performing Google Ads campaigns that drive real results.

Our Google Ads consultants from Sydney are ready to help you craft a strategy that works. Let’s turn those clicks into conversions.