Keyword Match Types Explained: Broad, Phrase, Exact & Negative

Keyword Match Types Explained: Broad, Phrase, Exact & Negative

When it comes to running successful PPC campaigns—especially on Google Ads—your keywords are everything. But choosing the right keywords isn’t just about picking search terms. It’s also about understanding keyword match types.

Match types control how closely a user’s search must match your keyword in order to trigger your ad. Get this part wrong, and you could end up wasting budget on irrelevant clicks—or missing out on valuable traffic.

Let’s break down the four main types: Broad, Phrase, Exact, and Negative, and when to use each one.

 1. Broad Match (The Wide Net)

What it is:
Your ad shows for searches that include related terms, synonyms, misspellings, and variations of your keyword—even if they don’t contain your exact words.

Example keyword: running shoes
Possible triggers:

• “best sneakers for jogging”

• “trail shoes”

• “buy athletic footwear”

Pros:

• Maximizes reach and impressions

• Great for discovering new keyword opportunities

Cons:

• Can bring in a lot of irrelevant traffic

• Lower control over who sees your ads

Best for:
Top-of-funnel awareness or when launching a new campaign and collecting data

 2. Phrase Match (More Focused)

What it is:
Your ad shows when the search query contains the exact phrase or close variations of your keyword, in the same order, but it can include words before or after.

Example keyword: "running shoes"
Possible triggers:

• “best running shoes for women”

• “buy running shoes near me”

• Not “shoes for running fast”

Pros:

• More control than broad match

• Balances reach with relevance

Cons:

• Still may include some unrelated queries

• Slightly more setup and monitoring needed

Best for:
Mid-funnel campaigns where you’re balancing quality and quantity

 3. Exact Match (Maximum Control)

What it is:
Your ad shows only when the search query is the same as your keyword or a very close variant (like plurals or slight misspellings).

Example keyword: [running shoes]
Possible triggers:

• “running shoes”

• “running shoe”

Pros:

• Highly targeted

• Better click-through rate and conversion rate

• Helps control budget

Cons:

• Limited reach

• Can miss out on valuable variations

Best for:
Bottom-of-funnel campaigns where high intent and conversion matter most

 4. Negative Match (The Traffic Filter)

What it is:
Your ad won’t show if the search query includes the negative keyword. It’s used to filter out irrelevant traffic Example negative keyword: -free
Effect:
If someone searches “free running shoes,” your ad won’t show.

Pros:

• Prevents wasted spend

• Improves relevance and Quality Score

• Increases ROI

Cons:

• Needs regular updating

• Easy to overuse and block good traffic

Best for:
Every campaign! Use negative keywords to protect your budget and keep your targeting clean.

 Choosing the Right Match Type Strategy

Here’s how most smart advertisers approach match types:

Pro tip: Start with Phrase or Broad Match Modified (now merged into Phrase Match), analyze your search terms report, then shift budget toward Exact Match for the top-converting terms.

 Final Thoughts

Understanding match types is one of the most powerful ways to optimize your PPC campaigns. Use them wisely, and you’ll:

• Drive more qualified traffic

• Spend your budget more efficiently

• Increase your conversions

Just remember: PPC isn’t “set it and forget it.” Regularly review your search term reports, refine your match types, and keep building a smarter keyword strategy.