When creating ads on the Google Search Network , the system requires us to add keywords—terms that, when entered, will trigger a given ad. A keyword can be one or more words—for example, the word "dress" would be just as relevant as the entire phrase "retro cocktail dress." The more general a keyword, the more searches it has online, but that doesn't necessarily mean it will be more effective than a more specific term. What's worth knowing when choosing keywords? How do you use Google Ads keyword matching? You can read about it in the article below.
What are keyword matches in Google Ads?
When using Google Ads , sooner or later, we'll always come across the term "keyword match." What does this term mean? Every keyword in Google Ads can be added in three match types: exact, broad, and phrase match. The option we choose determines how broadly the system will search for the audience to whom our ad should be displayed. Google Ads match determines how closely the search term entered by the user into the search engine should match the keyword we've added. Depending on the match selected, the system may display the ad only to those who entered the exact phrase, or also to those who refined their search term with additional terms or entered a term only loosely related to the keyword. What are the meaning ranges covered by each match?
Match Types
- Exact match – this is the most precise of the matches Google AdsIt reaches the narrowest audience, but allows for the greatest control over who sees our ad. Using this type of match, we only reach users who have entered the exact same keyword or a term with the same meaning (or, put another way, one that relates to the same search intent). When entering a keyword as an exact match, we enclose it in square brackets, for example, [men's pajamas]. Then, your ad will show for that term and very similar terms, such as men's pajamas, men's pajamas, etc.
- Phrase Match It includes all searches that are considered exact matches, and also allows ads to be displayed for terms where the user has refined the keyword. Ads will still only be shown for searches that include your product or service, but it doesn't have to be an exact replica of the keyword. This is a slightly more flexible match type, but it still allows for relatively greater control over how your budget is spent. Phrase match is indicated by enclosing the keyword in quotation marks. For example, if you enter the word "women's ankle boots," your ad will also be visible for more specific queries, such as "black women's ankle boots," "comfortable women's high-heeled ankle boots," etc.
- Broad match It allows ads to be displayed for queries that are very loosely related to the selected keyword. This allows us to reach a very broad audience, but also provides little control over the contexts in which the system displays our ads. Broad match doesn't have specific special characters, so when we enter just the keyword into the system, without any additional characters, it defaults to this match type. If we enter "low-sugar diet" as a keyword, for example, the ad may also appear on results like "low-carb recipes" or "low-sugar diet books."
How to use broad match wisely?
Does this mean that by using broad match, we're wasting resources on users who won't buy our product anyway? Not necessarily. Showing ads to people who aren't yet ready to buy is part of guiding them through the purchase funnel. So, if your ad is shown to users who aren't yet searching for your product but are interested in the topic, it could lead to a conversion later.
However, to ensure that your budget is being used optimally, it's worth using smart bidding for every Google Ads match type—and broad match in particular. This solution allows the system to determine the conversion potential of a specific audience, and therefore, how high a bid should be set in that case. Given the extensive knowledge it possesses about users, you can be sure that its predictions regarding performance will most often be highly accurate. What does Google Ads consider when searching for audiences? Among other factors, it may consider the user's recent searches, the content of the page the ad links to, or other keywords from a given ad group.
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Additionally, for each match type, we can narrow the search context by entering so-called negative keywords. Excluding certain words will prevent the ad from displaying if the user includes those words in their search query. This feature allows us to gain a bit more control over the ad and prevent it from displaying in contexts we deem unprofitable.
Which type of approximation is best to use?
There's no clear answer to this question. Exact match allows for significant control over spending, but it also narrows the scope of your campaign and can deprive you of valuable audiences. Phrase match offers greater flexibility and broadens your audience, but your ads still only show for terms strongly related to your product or service. Broad match, on the other hand, carries a potentially significant risk of reaching uninterested audiences. On the other hand, you can reach entirely new audiences and discover new keywords that are highly effective for your brand. Therefore, it's worth simply using keywords that align with the specific goal you want to achieve with your campaign.
Google Ads Matching FAQs
These are special settings you assign to keywords in your campaigns. They determine how closely a user's search query must be related to your keyword for the system to display your ad. Choosing the right match allows you to control the balance between ad reach and precision.
This is the default match, requiring no additional characters (e.g., "athletic shoes"). Your ad can appear for queries related to your keyword, including synonyms, misspellings, related searches, and queries that take into account general context and the user's search history. It provides the greatest reach and helps discover new phrases, but requires tight budget control.
This match type is activated by enclosing a phrase in quotation marks (e.g., "athletic shoes"). Your ad will appear if the user's query includes the meaning of your keyword. Additional words can appear before or after the phrase, and the algorithm allows close variations and synonyms as long as they don't change the meaning of the query. This is a great balance between broad reach and precision.
It's denoted by square brackets (e.g., [athletic shoes]). It gives advertisers maximum control. Your ad will only show when a user enters a phrase with the exact same meaning or intent as your keyword (including plurals, abbreviations, and word order changes). It generates the most relevant traffic but has the smallest reach.
This key optimization tool is indicated by a minus sign (e.g., -free, -used). Adding negative keywords tells the system which specific terms your ad shouldn't show for. This allows you to drastically reduce wasted budget on queries that won't convert or generate profit.
There's no single perfect solution – an effective Google Ads strategy relies on a skillful combination of them. Phrase match and broad match (combined with Smart Bidding) are ideal for market testing and data gathering. Exact match and extensive exclusion lists, on the other hand, allow for precise closing of sales at the lowest possible cost per click (CPC).
Summary
The above article covers the following topics:
- Keyword matches in Google Ads include three types: exact matches in square brackets for identical terms, phrases in quotation marks for further clarification, and broad matches without any characters for loosely related phrases.
- Broad match requires intelligent system bidding and negative keywords, and the type you choose depends on your campaign goal of balancing spend control with audience breadth.
