Keyword match types allow you to control how accurately the search query should match your ad. This article explains the difference between all match types.
Learn more about each match type.
Broad match
Broad match is used by default. Ads may show on searches that contain misspellings, synonyms, related searches, and other relevant variations. So if your keyword is “women’s shoes,” someone searching for “buy ladies shoes” might see your ad.
• Example keyword: women's shoes
• Example search: buy ladies shoes
Broad match modifier
Add a plus sign (for example, +keyword) to create a broad match keyword. Ads may show on queries that include modified broad match keywords (or close variations, but not synonyms), in any order.
• Example keyword: +men's +hats
• Example search: hats for men
Phrase match
Ads will show only for queries containing the entire keyword phrase, in the same order. The query may include additional words, but not in the middle of the phrase.
• Example keyword: «Green sofa»
• Example search: «Buy a green sofa with pillows»
Exact match
Ads may show only on queries that exactly match the keyword phrase. The query may also include a reordering of words as long as it doesn’t change the meaning. Adding or removing function words (prepositions, conjunctions, articles, and other words that don’t impact on the intent of a search) also doesn’t impact on the impressions.
• Example keyword: [men's hats]
• Example search: hats for men
Negative match
Ads may show on searches that don’t include the term. For example, if you sell sports equipment but not sportswear, you could add “-sportswear” as a negative keyword so that your ads don’t show for people searching for a query that includes sportswear.
Example keyword: - sportswear
Example search: sports equipment
NOTE: In this example, ads will show on searches for “sports equipment” but not on searches for “sportswear”.