Google Ads keyword match types
Also known as: Keyword match types
In short
The broad, phrase, and exact settings that control how a Google Ads keyword can match the meaning of a search.
Google Ads keyword match types control how closely a search must relate to a keyword before the ad can be considered. Matching is based on meaning and intent, not only on whether the search repeats the same characters.
Broad, phrase, and exact
Broad match can reach searches related to the keyword, including searches that do not contain its direct meaning. Phrase match requires the search to include the keyword’s meaning. Exact match focuses on searches with the same meaning or intent.
These scopes overlap. A broader match type includes the queries covered by narrower matching for the same keyword, plus additional possibilities. Adding every match type does not create three entirely separate audiences.
Matching also does not guarantee delivery. An eligible ad still needs to satisfy other campaign conditions and compete in the auction.
Illustrative example
A retailer adds an exact-match keyword for a particular type of dining chair. A differently worded search expressing the same intent may still qualify. The team reviews the search terms report to see which actual queries triggered its ads.
Do not interpret exact match as a literal string filter. Use negative keywords to exclude unwanted searches, while checking their separate matching rules. Negative match types do not behave identically to positive keyword match types.