Google Ads Match Types Explained: Broad, Phrase & Exact
How Broad, Phrase and Exact control your reach and the intent you capture — and why even ‘exact’ match no longer means literally exact.
Google Ads has three keyword match types. Broad (written plainly) reaches the most searches, Phrase (in quotation marks) is mid-range, and Exact (in square brackets) is the tightest. Importantly, all match types now match by meaning and close variants, not literal text — so even exact match shows for same-intent phrasings. Use Phrase and Exact for control on tight budgets; use Broad only with strong tracking and negatives.
Match types control how loosely Google reads your keyword
When you add a keyword, you also choose how closely a search must match it before your ad can show. That choice — the match type — is the biggest single lever over reach versus relevance in a search campaign.
Match type explorer
Type a keyword to see it written in all three match types, how wide each one reaches, and illustrative searches each might trigger.
What each one triggers on
| Type | How you write it | Also shows for | Won’t show for |
|---|---|---|---|
| Broad | running shoes | jogging sneakers, gym footwear, marathon trainers | — (widest net) |
| Phrase | “running shoes” | best running shoes for men, buy running shoes online | shoes for a running club party |
| Exact | [running shoes] | running shoes, shoes for running (same meaning) | best running shoes for women |
No — everything matches by meaning now
This trips up experienced advertisers. Modern match types use the meaning of a search, not just its words. Even exact match shows for close variants and same-intent phrasings — so “[running shoes]” can trigger on “shoes for running.” The brackets no longer mean literally identical.
Match the type to your budget and tracking
Tight budget or new account? Lean on Phrase and Exact — you pay for searches that clearly mean what you sell. Broad reaches more people and feeds Google’s automation, but it needs solid conversion tracking and strong negative keywords to stay efficient.
- Match type sets how loosely Google reads your keyword — reach versus control.
- Broad is widest, Phrase is mid, Exact is tightest; written as word, “word”, [word].
- All match types now match by meaning and close variants, not literal text.
- Tight budgets favour Phrase and Exact; Broad needs tracking and negatives to stay safe.
- Exact still gives the tightest control, but use negatives to block unwanted variants.
Match type FAQs
What are the keyword match types in Google Ads?
How do I write each match type?
Is exact match still literally exact?
Which match type should I use?
What is broad match in Google Ads?
Why is my exact match keyword showing for other searches?
Related lessons
Not sure which match types to use?
The right match-type mix depends on your budget and tracking. I can help you set it up so you stop wasting spend.
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