Google Ads Keyword Match Types

Jun 8, 2023PPC

In a world of automated campaigns, building search ads based on keyword targeting still serves an improtant purpose. Thus, we’ve put together a quick reference for the different match types available for keywords in Google Ads.

Assume you want your ad to show up when people search for dance studios. It’s more complicated than just that! There are numerous searches taking place that are close to your target keyword and may still have incredible value for your business. It’s impossible to think of every possible variation, so Google introduced the concept of match types to determine how much flexibility you want in matching your keyword to the things people search.

Using the dance studio keyword as a reference point, here’s how the different match types work.

Broad

Most generalized targeting. Your keyword is matched to any searches that are related.

Your keyword will match to the following searches (and more!)

  • Dance studio
  • Dance lessons
  • Dance videos
  • Music studio
  • Dance costumes

Phrase

Keyword is matched to searches that contain your keyword or with similar meaning/intent.

Your keyword will match to the following searches (and more!)

  • Dance studio
  • Dance studio near me
  • Tap dance classes

Your keyword will NOT match to the following searches (and more!)

  • Dance costumes
  • Music studio

[Exact]

Keyword is matched to searches that contain your keyword or with the same meaning/intent.

Your keyword will match to the following searches (and more!)

  • Dance studio
  • Studio for dance

Your keyword will NOT match to the following searches (and more!)

  • Dance studio near me
  • Tap dance classes
  • Dance costumes

That’s pretty much it! There’s plenty of additional nuance in terms of Google matching your keyword to searches that are misspelled or pluralized, etc. More detail can be found here.

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