Keyword match types explained
Google Ads has three keyword match types: broad match shows your ad on searches related to the keyword, phrase match on searches that include its meaning, and exact match on searches with the same meaning or intent. Broad is the default and reaches the most searches; exact gives the most control and reaches the fewest.
The three match types
| Match type | How you write it | Ads can show on | Reach |
|---|---|---|---|
| Broad (default) | running shoes | Searches related to the keyword, which may not include its words | Most |
| Phrase | "running shoes" | Searches that include the meaning of the keyword, which can be more specific | Middle |
| Exact | [running shoes] | Searches with the same meaning or same intent as the keyword | Fewest |
Google calls broad match the default because it is the most comprehensive, and says exact match gives you the most control over who sees your ad.[1]
Broad match
Broad match can show your ad for searches that don't contain your words at all. Google's example: the keyword low carb diet plan can match searches like "carb free foods" and "how to cut carbs for beginners".[1]
To decide what counts as related, Google says broad match can look at the person's recent searches, the content of your landing page and assets, and the other keywords in the same ad group.[1] That is why the same broad keyword behaves differently in two accounts.
Google describes pairing broad match with Smart Bidding as critical, because Smart Bidding sets a bid for each query from auction-time signals.[1] Those signals include the device, location, time of day and the actual search.[3] On Manual CPC with no conversion data, broad match has nothing telling it which related searches turn into customers.
Phrase match
Phrase match shows ads on searches that include the meaning of your keyword. It reaches more searches than exact match and fewer than broad.[1] For "running shoes", a search such as "best running shoes for flat feet" is a likely match; a search about running clothes is not.
It is the usual middle ground for new campaigns: enough reach to find searches you didn't think of, with less drift than broad.
Exact match
Exact match shows ads on searches with the same meaning or intent as the keyword.[1] Because it works on meaning, [running shoes] can also match a search worded a little differently that means the same thing.
Exact match also wins ties. A Search keyword identical to the query is preferred over phrase and broad keywords and over Performance Max.[1] Google adds that a keyword spell-corrected to the query counts as an exact match for this rule.[2] Put the searches you most want to control, such as your brand and top service terms, on exact match.
Exact match keywords also produce the data behind Quality Score. A keyword shows a dash instead of a score when there aren't enough searches exactly matching it.[5]
How Google picks between your keywords
- An exact match keyword identical to the search goes first.
- Phrase and broad keywords share the next level with Performance Max search themes.
- Google narrows to the most relevant ad groups.
- If there is still a tie, the highest Ad Rank serves.[1]
Google also says adding near-identical keywords, such as "red car" and "car red", isn't recommended: only one enters the auction and it changes nothing about cost or performance.[1]
Which match type to use
- New account, little budget, no conversion data: exact and phrase on your highest-intent terms.
- Conversions flowing and Smart Bidding on: add broad match to find new searches, and watch the search terms report.
- Regulated or very local businesses: lean on exact and phrase, with a long negative list.
- Always: add negative keywords. They don't match close variants, so add plurals and synonyms yourself.[4]
RunAds builds keyword lists with match types and negatives from your website, and you approve every campaign before it goes live. Signing up is free. Credit packs start at $25, and Google ad spend uses 5 credits per $1.
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Common questions
How do I write each match type?
Broad match is the keyword with no symbols: running shoes. Phrase match goes in quotes: "running shoes". Exact match goes in square brackets: [running shoes].
Does exact match only show for the exact words?
No. Exact match shows for searches with the same meaning or intent, which can include close variants of the words. For words that must never trigger your ad, use negative keywords, which don't expand to close variants.
Should I use broad match?
Google recommends pairing broad match with Smart Bidding, because it bids per query using auction-time signals. Without conversion-based bidding, or with weak conversion tracking, broad match can spend on loosely related searches. Watch the search terms report closely in the first weeks.
Do I need the same keyword in all three match types?
Usually not. Google treats very similar keywords in an account as duplicates and enters only one bid per auction, picking by its priority rules and Ad Rank. Choose the match type per keyword based on how much control you need.
Which keyword wins if several match a search?
An exact match keyword identical to the search is preferred. After that, phrase and broad keywords (and Performance Max search themes) share priority, Google narrows to the most relevant ad groups, and the highest Ad Rank serves.
Sources
- About keyword matching options, Google Ads Help. Checked Nov 9, 2026.Broad match is the default. Phrase match uses quotes, exact match uses brackets. Google pairs broad match with Smart Bidding and prefers an identical exact match keyword over other matches.
- How Performance Max interacts with other campaigns in your account, Google Ads Help. Checked Nov 9, 2026.A Search keyword that exactly matches (or is spell-corrected to) the query is preferred over Performance Max; otherwise the campaign with the higher Ad Rank serves.
- About Smart Bidding, Google Ads Help. Checked Nov 9, 2026.Strategies that use Google AI to bid for conversions or conversion value in every auction, using signals such as device, location, time of day, remarketing lists, browser and the actual search query.
- About negative keywords, Google Ads Help. Checked Nov 6, 2026.Negative keywords don't match close variants, so synonyms and singular or plural forms have to be added separately. Casing and misspellings are covered automatically.
- About Quality Score for Search campaigns, Google Ads Help. Checked Nov 9, 2026.A 1 to 10 keyword-level diagnostic built from expected CTR, ad relevance and landing page experience, compared with other advertisers over the last 90 days. Not an input in the ad auction.
Every outside number on this page links to its source above, with the date we checked it.
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