About keyword matching options

Keywords are words or phrases that are used to match ads with the terms people are searching for. Keyword match typeson the other hand establishes how closely the keyword needs to match with the user’s search query so that the ad can be considered for the auction. For example, you could use broad match to show your ad to a wide audience or you could use exact match to hone in on specific user searches.

Tip

Broader match types capture all the queries of narrower match types, plus more. This means that a phrase match keyword will match all the searches as the same keyword in an exact match. Similarly, a broad match keyword will match all the searches of equivalent phrase and exact match keywords, plus additional related searches. Therefore, you get the same benefits of multiple match types in one broad match type without needing to repeat keywords.

Keyword match types

For the keyword furniture store, we can match the following queries:

Keyword match type

Notation for inputting keywords

When would my Ads show up?

Example searches

Broad match

furniture store

Comprehensive matching: Ads may show on searches that relate to your keyword.

home decor
cream color leather sectional

Phrase match

“furniture store”

Moderate matching: Ads may show on searches that include the meaning of your keyword.

cheap furniture stores
living room furniture deals

Exact match

[furniture store]

Tight matching: Ads may show on searches that have the same meaning as your keyword.

furniture store
home furnishing shop

Broad match

Ads may show on searches that are related to your keyword, which can include searches that don’t contain the direct meaning of your keywords. This helps you attract more visitors to your website, spend less time building keyword lists, and focus your spending on keywords that work. Broad match is the default match type that all your keywords are assigned because it is the most comprehensive. That means you don't have to specify another match type (like exact match or phrase match).

The syntax for broad match is to simply input the keyword. Below is an example of how broad match works:

Broad match keyword

Ads may show on searches for:

low-carb diet plan

carb-free foods
low-carb diets
mediterranean diet books
carb-free meals

To deliver relevant matches, this match type may also take into account the following:

The user’s recent search activities
The content of the landing pages and assets
Other keywords in an ad group to better understand keyword intent

Tips

Adding very similar keywords, such as “red car” and “car red” isn’t recommended, as only one keyword would match both searches. However, doing so won’t affect your costs or performance in any way. For example, the broad match keywords “red car” and “car red” will be recognized as duplicates and the one with the higher Ad Rank will be used. Even though all your similar keywords may be eligible to serve on the same search, you'll have only one bid in the ad auction.

Phrase match

Ads may show on searches that include the meaning of your keyword. The meaning of the keyword can be implied, and user searches can be a more specific form of the meaning. With phrase match, you can reach more searches than with exact match and fewer searches than with broad match, only showing your ads on the searches that include your product or service.

The syntax for phrase match is to put quotes around your keyword, such as “tennis shoes”. Below is an example of how phrase match works:

Phrase match keyword

Ads may show on searches for:

Ads won’t show on searches for:

tennis shoes

shoes for tennis
buy tennis shoes on sale
red tennis shoes

tennis store
shop for sneakers

Exact match

Ads may show on searches that have the same meaning or same intent as the keyword. Of the 3 keyword matching options, exact match gives you the most steering over who views your ad, but reaches fewer searches than both phrase and broad match.

The syntax for exact match is to use square brackets, such as [red shoe]. Below is an example of how exact match works:

Exact match keyword

Ads may show on searches for:

Ads won’t show on searches for:

[shoes for men]

shoes men
men shoes
men shoe
shoes for a man

mens tennis shoes
shoes for boys

Tip

Use automated bidding with all match types to optimize for your performance objectives. Automated bidding works best with broad match because the wide set of searches allows it to learn what works best for you. Learn more about Smart Bidding .

Negative keywords

Negative keywords exclude your ads from showing on searches with that term. For example, if you’re a hat company that doesn’t sell baseball hats, you could add baseball hats as a negative keyword. Learn more about negative keywords .

Note: Negative keyword match types behave differently from positive match types. Learn more about negative keyword match types .

Language targeting

Multi-lingual users may view ads in a different language than they search if Google is confident the user understands the language of the ad. For example, a user who understands English when querying in Spanish for "zapatos azules" can be served an English ad matching with the keyword "blue shoes". Learn more about Language targeting .

How Performance Max works with Search campaigns and keywords

Performance Max complements existing Search campaigns and respects your keyword targeting. If the user’s search query is identical to an eligible Search keyword of any match type in your account, the Search campaign will be prioritized over Performance Max. If the query isn’t identical to an eligible Search keyword (including the spell-corrected search term), the campaign or ad with the highest Ad Rank, which considers creative relevance and performance, will be selected. Learn more about Google Performance Max campaigns and Microsoft Advertising Performance Max campaigns .

At times, you may find existing keywords showing in Performance Max instead of Search campaign due to ineligibility factors. Here are a few reasons why a Search keyword isn’t eligible to trigger an ad:

All campaign or ad group targeting isn’t met.
All creatives or landing pages for the ad group are disapproved.
It has low search volume status.
The campaign is limited by budget.

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About keyword matching options

Keyword match types

Broad match

Phrase match

Exact match

Negative keywords

Language targeting

How Performance Max works with Search campaigns and keywords

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