Settings that decide how closely a search must relate to your keyword for your Google ad to show. Broad match (the default) reaches related searches; phrase match, written in quotes, needs the meaning of the keyword; exact match, written in square brackets, needs the same meaning or intent.
Example
Meera's keyword kurtis in Pune on broad match can show for 'ethnic wear shops Pune'. As "kurtis in Pune" (phrase) it shows for 'cotton kurtis in Pune'. As [kurtis in Pune] (exact) it shows only for searches with the same meaning.
How you'll hear it
“Broad match is pulling in saree searches; move the keyword to phrase and add negatives.”
Don't confuse it with
- Negative keywords: tell Google where not to show.
- Search terms: what people actually typed; keywords are what you bid on.
In India: Indian shoppers often type in Hinglish, in Roman-script Marathi or Hindi, or with spelling variants (kurti, kurtee). Check the search terms report to see what your match types are actually catching.
Related terms
Want to use this at work? AI-led PPC Excellence is aFactor's 16-week program for paid ads.
Sources
- About keyword matching options, Google Ads Help
- About the search terms report, Google Ads Help