Keyword matching types

Keyword matching types define how closely a user’s search query must match an advertiser’s keyword for an ad to appear. The main types are:

• Broad Match: Ads may appear for searches that are related to the keyword, including synonyms and related concepts, offering the most expansive reach but less control.
• Phrase Match: Ads appear for searches that include the keyword’s meaning in the correct order, allowing additional words before or after the phrase while maintaining relevance.
• Exact Match: Ads appear only for searches that closely match the keyword’s actual meaning, providing the highest level of control and precision.

These match types help advertisers balance reach, relevance, and control in search campaigns.