Google Ads Keyword Match Types
Keyword Match Types in Google Ads help you control how closely a user’s search must match your keyword before your ad appears. Choosing the right match type ensures your ads reach the right audience and avoid unwanted clicks.
1. Broad Match
Google shows your ads for related searches, including synonyms and variations—even if the exact keyword isn’t used.
Example:
Keyword: digital marketing course
Your ad may show for:
- marketing classes
- online marketing training
- learn digital skills
Best for:
Brand awareness, reaching a wide audience, testing new keywords.
2. Phrase Match
Your ad appears when someone’s search contains your keyword in the same order, but with additional words before or after.
Example:
Keyword: “digital marketing course”
Your ad may show for:
- best digital marketing course online
- digital marketing course for beginners
But not for:
- marketing course digital
Best for:
More controlled targeting while keeping good reach.
3. Exact Match
Your ad appears only when users search for the exact meaning of your keyword, with little variation.
Example:
Keyword: [digital marketing course]
Your ad may show for:
- digital marketing course
But not for:
- digital course
- marketing training
Best for:
Highly targeted traffic, best lead quality, lower waste.
Real-Life Example
You run a photography course.
- Use Broad Match to attract general learners
- Use Phrase Match to target people searching “photography course online”
- Use Exact Match to target high-intent buyers searching the exact term
This combination helps you reach the right users at the right cost.