- Definition
- Keyword match types control how closely a search must relate to a keyword for an ad to be eligible: broad, phrase or exact.
In plain words
A match type is a setting on each keyword. It tells the platform how far it may stretch the keyword when deciding which searches can show the ad.
Exact is the tightest, phrase is in the middle, and broad reaches the widest range of related searches.
Why it matters for brand and paid search teams
Match types are why competitors can appear on brand searches without typing the brand into their accounts, and why brands sometimes appear on searches they never planned for.
For brand protection this sets expectations: an observation shows where an ad appeared, not what the advertiser chose. For PPC teams, match types are the main lever for balancing reach against control on brand and competitor campaigns.
How it works
Google defines broad match as reaching searches related to the keyword, which can include searches that do not contain its words; phrase match as searches that include the keyword's meaning; and exact match as searches with the same meaning or intent. In a keyword list, broad match is plain text, phrase match uses quotes and exact match uses square brackets.
When several keywords could match, Google prefers an exact match identical to the search, then uses relevance and Ad Rank. Microsoft Advertising documents the same three types and says exact match takes precedence when the same keyword exists in several types.
Automated features such as AI Max for Search and Microsoft's predictive matching can reach further, beyond the keyword list. Negative keywords work the other way, removing searches, and follow their own, stricter matching rules.
Example
Summit Outdoors (summit-outdoors.example) has the keyword "hiking boots" in phrase match. Google shows its ad on the search northstar hiking boots, because the search includes the keyword's meaning.
Northstar sees the ad on its brand search. The keyword that triggered it contained no brand name at all.
Fictional brands and domains, for illustration only.
Common mistakes and misconceptions
Exact match only matches the exact words. Google's exact match covers searches with the same meaning or intent, so the words can differ from the keyword.
Broad match is only for small advertisers. Microsoft Advertising recommends it, especially with automated bidding. It is a reach decision, not a size decision.
I can see which match type triggered a competitor's ad. Only the advertiser sees that, in its own search terms report.
How to monitor it in Ads Lighthouse
Ads Lighthouse observes results for the searches you monitor. It does not know which match type or keyword triggered another advertiser's ad, and it says so in reports.
Monitoring brand variants, such as brand plus product, coupon or reviews, shows you how widely other advertisers reach your brand through their matching.
Frequently asked questions
Which match type should I use for my own brand keywords?
Many brand campaigns combine exact and phrase match for control, and use negatives elsewhere to keep brand searches in the brand campaign. The right mix depends on your account structure and goals.
Do Google and Bing handle match types the same way?
Both offer broad, phrase and exact match with similar definitions, but each documents its own rules. Check each platform's help page.
Official sources
- Google Ads Help: About keyword matching options
- Microsoft Advertising Help: What are keyword match types, and how do I use them?
- Google Ads Help: How AI Max for Search campaigns works
Sources checked on .