Keyword Match Types
Match types control how closely a search query must relate to your keyword before your ad can show. Broad match reaches the widest range of related searches, phrase match requires the meaning of the phrase to be present, and exact match triggers only on the keyword's meaning and close variants, giving the tightest control.
Why It Matters
Match types are the primary lever for balancing reach against precision. The right mix controls which searches spend your budget, and pairing looser match types with strong negatives keeps discovery from turning into wasted clicks.
Common Mistake
Assuming exact match only shows for the exact words. Close variants mean it can trigger on synonyms and reworded queries, so even exact-match campaigns need a search terms review and negative keywords to stay clean.