Broad Match vs. Phrase Match vs. Exact Match: Key Differences Explained for Google Ads

When it comes to Google Ads, choosing the right keyword match type is crucial for the success of your campaigns. There are three primary match types to consider: Broad Match, Phrase Match, and Exact Match. Each type has its unique characteristics, advantages, and limitations. Let's dive into what these terms mean and how they impact ad targeting.

 Broad Match

Broad Match is the default match type in Google Ads. It allows your ad to show for searches that include misspellings, synonyms, related searches, and other relevant variations. Broad match casts the widest net, aiming to capture as many relevant searches as possible.

Example 1:

- Keyword: "Women's hats"

- Possible Searches: "ladies hats," "buy women's hats online," "hats for women," "women's headwear"

In this example, the ad might appear for searches that are not exact matches but are closely related, thus increasing the chances of capturing a broader audience.

Example 2:

- Keyword: "running shoes"

- Possible Searches: "sneakers for running," "best running shoes," "buy sports shoes," "jogging footwear"

Here, the ad could show up for a variety of searches related to running shoes, even if the exact words aren't used, helping to attract a diverse group of potential customers.

 Phrase Match

Phrase Match offers a more targeted approach compared to Broad Match. It ensures that your ad appears only when the search query includes your keyword phrase in the exact order, though there can be additional words before or after the phrase. This match type strikes a balance between broad reach and precise targeting.

Example 1:

- Keyword: "men's watches"

- Possible Searches: "best men's watches," "men's watches on sale," "luxury men's watches," "affordable men's watches"

In this case, the ad will be triggered only if the search query includes the phrase "men's watches" in that order, ensuring relevance while allowing for some variation.

Example 2:

- Keyword: "coffee maker"

- Possible Searches: "best coffee maker," "buy coffee maker online," "single serve coffee maker," "coffee maker reviews"

The ad will appear for searches that contain the exact phrase "coffee maker," helping to target users who are specifically looking for this product.

 Exact Match

Exact Match is the most precise match type. Your ad will only be shown for searches that exactly match your keyword, with very few variations (such as plural forms or close variants). This type ensures maximum control over who sees your ad, minimizing irrelevant clicks.

Example 1:

- Keyword: "digital camera"

- Possible Searches: "digital cameras," "digital camera," "camera digital" (close variants)

With Exact Match, the ad will appear only for searches that are an exact match or close variants of the keyword, ensuring high relevance and targeting precision.

Example 2:

- Keyword: "yoga mat"

- Possible Searches: "yoga mats," "yoga mat"

Here, the ad will be triggered for searches that precisely match the keyword, capturing users who have a specific intent to find a yoga mat.

 Key Differences

1. Reach vs. Precision:

   - Broad Match provides the widest reach but can sometimes result in less relevant clicks.

   - Phrase Match offers a balanced approach, ensuring the keyword phrase appears in the search query while allowing for some flexibility.

   - Exact Match delivers the most precise targeting, showing ads only for exact or very closely related searches.

2. Control Over Search Queries:

   - Broad Match has the least control, often capturing a wide array of search terms.

   - Phrase Match offers moderate control, ensuring the core phrase remains intact within the search query.

   - Exact Match provides the highest level of control,