What is the difference between broad match and exact match keywords?

Broad match and exact match are two different keyword match types in Google Ads that determine how closely a user's search query needs to match your keyword in order for your ad to be triggered. Here are the main differences between broad match and exact match keywords:

1. Broad match: Broad match is the default match type and allows your ad to be triggered by a wider range of search queries that are related to your keyword. With broad match, your ad may appear for synonyms, misspellings, related searches, and variations of your keyword. For example, if your keyword is "running shoes," your ad may appear for searches such as "buy running shoes," "men's running shoes," or "running shoe reviews."
2. Exact match: Exact match is a more restrictive match type that only allows your ad to be triggered by search queries that exactly match your keyword or are a close variation of it. With exact match, your ad may appear for singular or plural forms, misspellings, and abbreviations of your keyword, but only if they are close variations. For example, if your keyword is [running shoes], your ad may appear for searches such as "running shoes" or "shoes for running," but not for searches such as "buy running shoes" or "men's running shoes."

Here are some key differences between broad match and exact match keywords:

1. Reach: Broad match keywords have a wider reach and can potentially attract more clicks, but they may also attract irrelevant clicks that are less likely to convert. Exact match keywords have a narrower reach and may attract fewer clicks, but they are more likely to be relevant and convert.
2. Control: Exact match keywords give you more control over your ad targeting and can help you avoid irrelevant clicks. Broad match keywords are less predictable and may require more monitoring and optimization to ensure that they are attracting relevant clicks.
3. Cost: Broad match keywords may be more expensive due to their wider reach and potential for irrelevant clicks. Exact match keywords may be less expensive due to their narrower reach and higher relevance.

When choosing between broad match and exact match keywords, it's important to consider your advertising goals, target audience, and budget. Broad match keywords can be useful for discovering new keywords and expanding your reach, while exact match keywords can be useful for targeting specific searches and improving your ad relevance. It's also important to monitor your ad performance data and adjust your match types accordingly.