Keyword Match Types in Google Ads

Google Ads Keyword Match Types


One of the first things to do just after you select keywords for your campaign is to decide what keyword match types you want to use.

Keyword Match Types: Broad Match

The broad match keywords have no sign next to them and this type of match is set as default for your campaign if you don’t make any changes. The broad match is the type of match that is automatically set for your campaign. In this case, Google Ads automatically runs your ads on relevant variations of your keywords. This includes synonyms, singular and plural, misspellings, related searches, and other relevant variations. The broad match will give you the cheapest cost per click (CPC), but your ad might appear for a lot of irrelevant searches. As a result, you might be paying more for your campaign. To give you an example, if you set “car parts” with a broad match, your add might show for searches related to car parts, but it may as well appear for searches like car accessories, careers that need a car, cars with dogs, etc.

Keyword Match Types: Broad Match Modifier

This type of match is one step up on the scale of specificity and gives you more control over when your ads are being displayed. In this case, you mark your keywords with a “+” sign. For example +black +shoes. This is telling Google that those words must be included in the search phrase. It is possible to have additional words in front, in the middle and at the end. But all of the selected keywords must be included in the search phrase unlike in case of broad match.

Keyword Match Types: Phrase Match

In the case of the phrase match, you use the quotation “car parts”. Your ad will appear when people are searching for this exact phrase and close variants of it with additional words before or after it.

Keyword Match Types: Exact Match

With an exact match, your ad will show to people who are searching for the exact keyword, or an exact variant of your keyword. There can’t be additional words in front or after the phrase. The close variants include searches for keywords with the same meaning f the exact keywords. For example, the exact match for [shoes for kids] can match queries like kids shoes, shoes kids, shoes for a kid.

Keyword Planner

So how to choose appropriate keywords for your campaign? There are many tools that can help you with that. The first one is the Keyword Planner that is available in your Google Ads Account. Simply go to “tools and setting” and in the “planning” section you will find the keyword planner. The Google Keyword pPlanner enables you two options. You can either start with keywords, so you type keywords appropriate for your product or service and the planner will come up with a list of other relevent keywords. Or you can type your website address and Google will propose keywords list base on the content of your website.

An alternative tool to Google Keyword Planner is Ubersuggest. It works in a similar way and also helps you to come up with a list of necessary keywords. I would recommend to try both of those tools and decide for yourself which one you prefer.


Before you start your first Google Ads campaign be sure to understand how different match type work and take type to make a good selection using appropriate tools. In the video below you’ll be able to see how the Google Keyword Planner works – I’m showing everything step by step 🙂

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