If you’re planning an ad campaign, you’ll want to use the right type of keyword match to reach your target audience. There are three main types: exact, phrase, and broad match. Understanding how each one works can help you determine which type is right for your campaign.

Exact match is the most precise keyword match type. This means that your ads will only show for the keywords you specify. The key is to make sure that you’re targeting the people who are actually interested in your products or services.

Phrase match is a much more flexible option than exact match. Ads with this match type will appear for searches containing your primary keyword and any synonyms or close variants.

Broad match is Google’s default keyword match type. It’s a good option if you’re looking for the most exposure with your ads. However, it can be difficult to manage. You need to monitor your search query reports to make sure you’re not paying for irrelevant traffic.

Broad match is the least specific of the three keyword match types. While this can help you maximize your reach, you’ll also be paying for a large number of irrelevant clicks. For this reason, it’s best to avoid using broad match unless you’re experienced with Google Ads.

Phrase match has recently been expanded to include close variants. These variants can include plurals, accents, and stemming.

These variations can reduce your impressions and ROAS, but you can also ensure that only the people you want to see your ads will see them. Using negative keywords to limit the searches that trigger your ads is a good way to do this.