Google Ads glossary

Match types

In one sentence

Match types (broad, phrase, exact) set how far a search can drift from your keyword and still trigger your ad.

Broad, phrase, exact

The broader the type, the more varied the searches your ad can show on. A broader type also covers the searches of the narrower ones.

Broad match (no symbol): Searches related to the keyword, including neighboring meanings. This is the default.
Phrase match ("keyword"): Searches that include the meaning of the keyword, or a more specific version of it.
Exact match ([keyword]): Searches with the same meaning or intent. The most control, the least reach.

Negative keywords follow their own match rules.

Why it matters in Google Ads

Your match type decides which intent you buy. On broad, a keyword can show on searches from browsers. On exact, you keep control but give up reach.

Set it according to what you know about the keyword: one with proven buying intent can move to exact, and one you are testing is worth a small budget before you widen it.

A concrete example

Take the keyword “women’s running shoes”. On exact, your ad targets searches with the same meaning. On phrase, it can also show on a more specific version, such as “women’s running shoes on sale”. On broad, it can appear on related searches that sit further away, like training advice.

Free tool: Match type generator

Run your list through all three types

The generator turns your keywords into broad, phrase and exact match, cleaned up and ready to paste into Google Ads.

Open the match type generator