Term
Match Type
The rule that defines how closely a booked keyword must align with a user query to trigger an ad. Active types in Google Ads: Broad, Phrase, Exact.
Match Type — in more detail
A match type controls how broadly or narrowly Google maps a booked keyword onto real user queries. Three active types remain: Broad Match (wide reach, including synonyms, topics, and inferred intent), Phrase Match (the query must include the keyword’s meaning), and Exact Match (same meaning as the keyword). The former “Modified Broad Match” was folded into Phrase Match in 2021. Close variants — typos, plurals, acronyms, reorderings — apply to all three types, so Exact Match today means “same meaning”, not “same wording”.
Example / In practice
Keyword women's running shoes:
- Broad: also matches “sport shoes for women”, “jogging shoes ladies”
- Phrase: “cheap women’s running shoes”, “women’s running shoes for asphalt”
- Exact: only “women’s running shoes”, “running shoes for women”, plural variants
Phrase and Exact give more control; Broad delivers reach — and is Google’s default recommendation when combined with Smart Bidding.
Distinction from similar terms
Negative keywords also have match types and filter serving. Close variants are not a separate match level — they’re an expansion that applies to all existing types.
Entdecke mehr
Keyword (SEA)
A search term an advertiser targets to trigger ads. In Google Ads a keyword is not a literal user query but a trigger rule paired with a Match Type — Phrase, Exact, or Broad.
LexikonGoogle Ads account structure — from campaign down to ad group, set up right
Account segmentation, campaign types, ad groups, SKAG/STAG, match types, negatives and brand/generic/competitor — woven together.
NewsGoogle Ads launches Journey-Aware Bidding and expands Smart Bidding Exploration
Smart Bidding now learns from the full lead-to-sale funnel. Smart Bidding Exploration is rolling out to Performance Max and Shopping.