What is a Google Ads match type?

A Google Ads match type is a setting that determines how closely a user's search query must match the keywords in your ad campaign for your ad to be triggered and shown to the user. Match types help control the specificity of your keyword targeting and influence which search queries will trigger your ads.

Google Ads offers several match types, each with its own rules for how closely a user's search query must match the keywords in your campaign. The main match types include:

1. **Exact Match**: In exact match, your ad will only be triggered when the user's search query exactly matches your keyword, with no additional words before, after, or in between. Exact match keywords are enclosed in square brackets, like [keyword].

2. **Phrase Match**: In phrase match, your ad will be triggered when the user's search query includes your keyword in the same order as specified, with additional words before or after the keyword. Phrase match keywords are enclosed in quotation marks, like "keyword".

3. **Broad Match**: In broad match, your ad will be triggered when the user's search query includes variations, synonyms, or related terms of your keyword, as well as misspellings and other related queries. Broad match keywords are entered without any special symbols or punctuation.

4. **Broad Match Modifier**: Broad match modifier is a modified version of broad match that allows you to specify certain words in your keyword that must be present in the user's search query for your ad to be triggered. These words are marked with a "+" sign before them. For example, if you use the keyword +shoes, your ad will only be triggered when the user's search query includes the word "shoes".

5. **Negative Match**: Negative match allows you to exclude specific search queries from triggering your ads. Negative keywords are entered with a "-" sign before them. For example, if you use the negative keyword -free, your ad will not be triggered when the user's search query includes the word "free".

By choosing the right match types for your keywords, you can control the relevance and targeting of your ads and ensure they are shown to the most relevant audience. Match types allow you to balance the specificity of your targeting with the reach of your ads, helping you achieve your advertising goals more effectively.