1 Learn the concept
Match types let you control how closely a search must match your keyword before your ad is shown. Broad match reaches the widest group but can bring irrelevant traffic. Phrase and exact match are more precise. This lesson explains the match types, when to use each and how to review search terms to refine your targeting.
2 See it in action
- Broad: wide reach, less control.
- Phrase: matches searches that include the meaning of your phrase.
- Exact: closest to the keyword, most control.
- Review search term reports and add negatives.
Worked example
Tightening a keyword list
Before: "flowers" on broad match brings searches such as flower names and flower photos.
After: "wedding flowers ottawa" on phrase and exact match, plus negatives for "free" and "photos".
Result to look for: fewer irrelevant clicks.
Check: review the search terms report weekly and adjust.
3 Study an example
Example scenario
A florist uses broad match for flowers and sees clicks for flower photos and flower names. She switches key terms to phrase and exact match and adds negatives, and her spend becomes more focused.
4 Apply it and download
- Choose five keywords and assign match types.
- Say why for each.
- Review search terms weekly.
Worksheet Match type chartOpen, print or save as PDF