How Keyword Match Types Works
Search campaigns use broad, phrase and exact match. Modern match types rely on meaning and intent, so even exact match can include close variants rather than only identical text.
A Simple Example
The exact-match keyword [emergency plumber] can match a close variation with the same intent, while broad match can reach a wider set of related plumbing searches.
Why Keyword Match Types Matters
Match type changes reach, control and the amount of data available to automated bidding.
Common Misreading
Exact match does not mean exact text, and broad match is not automatically bad. Results depend on query quality, negatives, bidding and conversion data.
Continue with the practical guide
The glossary gives you the definition. The guide covers the decisions and implementation in more depth.
Compare broad, phrase and exact match →