Broad Match vs Exact Match Keywords: How Google Ads Match Types Work Now

Broad match and exact match are Google Ads keyword match types that control how closely a search has to relate to your keyword before your ad can show. Broad match, the default, lets ads show on searches related to your keyword and reaches the most people. Exact match lets ads show on searches with the same meaning or intent as your keyword, which gives the most control and the smallest reach. Phrase match sits in between. Google says it’s critical to use Smart Bidding with broad match, so the right choice depends on your bidding and your conversion tracking as much as on the keywords.

Match types have changed a lot since this article was first written. The plus-sign format it described belongs to a match type Google no longer offers, and exact match no longer means only the exact words you typed. Below is how match types work now. For our wider approach to campaigns, see the Google Ads hub.

The Three Google Ads Match Types

Google’s help article on keyword matching options lists three match types. Here they are side by side, using a plumbing keyword as the example:

Match type	How you enter it	Google’s description	Reach and control
Broad match	water heater repair	Ads may show on searches that are related to your keyword	Most reach, least control
Phrase match	“water heater repair”	Ads may show on searches that include the meaning of your keyword	In between
Exact match	[water heater repair]	Ads may show on searches that have the same meaning or same intent as the keyword	Least reach, most control

Google also notes that broader match types capture all the queries of narrower match types, plus more. A broad match keyword can show for everything its exact match version would, and a lot besides.

Broad Match Keywords

Broad match is the default for every keyword you add. It lets Google show your ad on searches it considers related to your keyword, even when the search doesn’t contain your words. That’s how it finds searches you’d never have thought to add.

Broad Match and Smart Bidding

Google is direct about this: it’s critical to use Smart Bidding with broad match. Smart Bidding is Google’s set of bid strategies that use Google AI to optimize for conversions, such as Maximize conversions and Target CPA. It sets a bid for each auction based on signals like device, location and time of day. Broad match casts a wide net, and Smart Bidding is what decides how much each of those searches is worth. Without it, you can end up paying the same for a vague search as for one that’s ready to book.

Smart Bidding learns from conversions, so broad match only makes sense once calls, forms and bookings are tracked properly. Our guide on tracking ad performance for a service-based business covers that setup.

Broad Match Pros and Cons

• Pro: Finds new, relevant searches without you listing every variation.
• Pro: Fewer keywords to manage, since one keyword covers many searches.
• Con: More searches that don’t fit, which makes negative keywords essential.
• Con: Depends on good conversion data. With weak tracking, Smart Bidding has little to learn from.

Phrase Match Keywords

Phrase match uses quotation marks. Google says ads may show on searches that include the meaning of your keyword. The search can include other words, as long as the meaning of your keyword is part of it. For a local service business, phrase match is often a practical middle ground when you want more reach than exact match but aren’t ready for broad match.

Exact Match Keywords

Exact match uses square brackets. Google says ads may show on searches that have the same meaning or same intent as the keyword. It gives you the most control and the smallest reach. That’s useful for your most valuable searches, where you want to know exactly what you’re paying for.

Exact Match Pros and Cons

• Pro: Tight control over which searches trigger your ads.
• Pro: Clear reporting, since the searches closely match your keyword list.
• Con: Lower reach, which can mean too little traffic in a small market.
• Con: You miss useful searches you didn’t think to add.

Close Variants: Why Exact Match Isn’t Exact

Google’s close variants definition says they allow keywords to match searches that are similar, but not identical, to the keyword. All match types are eligible to match close variants, and there’s no way to opt out.

• Exact match, reordered words: Google’s example is [shoes mens] matching “mens shoes.”
• Exact match, synonyms: Google’s example is an ad for [bathing suits] showing for “swimming suits.”
• Phrase match, reordered words: the phrase keyword “red shoes” may show for “running shoes red.”

The search terms report shows which actual searches triggered your ads, so you can see how close variants are being applied in your account.

How Google Chooses Between Your Keywords

If you have the same keyword in more than one match type, or campaigns that overlap, Google has rules for which one is used. According to Google, exact match keywords that are identical to the search term are prioritized. An identical exact match keyword in a Search campaign takes priority over broad or phrase keywords and over Performance Max. Phrase and broad keywords share priority with an identical Performance Max search theme, with ties broken by Ad Rank. If you run Performance Max alongside Search, see Performance Max for local businesses.

Negative Keywords and Match Types

Negative keywords exclude searches from your campaigns. They have their own match type rules, explained in Google’s article on negative keywords:

• Negative broad match: your ad won’t show if the search contains all your negative keyword terms, in any order.
• Negative phrase match: your ad won’t show if the search contains the exact keyword terms in the same order.
• Negative exact match: your ad won’t show if the search matches the terms exactly, without extra words.

One important difference: negative keywords won’t match to close variants or other expansions. If you want to block both “jobs” and “job,” you need to add both.

The Account-Level Negative Keyword List

Google lets you set one list of account-level negative keywords that applies across search and shopping inventory in Search, Performance Max, App, Shopping, Smart and Local campaigns. You’ll find it under Admin, then Account settings, in the Negative keywords section. Google lists a limit of 1,000 negative keywords per account. It’s the right place for searches you never want, in any campaign, such as “jobs,” “careers,” “free” or “DIY.”

Which Match Type Should a Local Business Use?

Your situation	A sensible starting point
Conversion tracking working, steady lead volume	Broad match with Smart Bidding, plus a strong negative list
New account or little conversion data	Phrase and exact match on your core services
Small budget	Exact and phrase match on the highest-value searches
Small service area or niche service	Phrase or broad match so you get enough traffic, watched closely
Brand searches	Exact match on your business name

Whatever you choose, review the search terms report regularly. It’s where you find new keywords to add and new negatives to block. Match types also affect how quickly your budget is spent, so read what to budget for Google Ads campaigns alongside this.

Match Types and Quality Score

Google says match type doesn’t change a keyword’s Quality Score, because the score is based on searches that exactly match the keyword. Broadening a match type can help a keyword enter more auctions and gather enough data to get a score. More on that in our guide to Google Ads Quality Score. And whichever match type you use, the ad should lead to a page that fits the search, as covered in Google Ads landing pages. For the bigger picture of the auction, read how Google Ads works, and for how paid keywords tie into organic search, see how PPC and SEO work together.

Frequently Asked Questions

What is the difference between broad match and exact match?

Broad match lets ads show on searches related to your keyword, giving the most reach. Exact match lets ads show on searches with the same meaning or intent as your keyword, giving the most control. Broader match types capture all the searches of narrower ones, plus more.

Does exact match only show for the exact keyword?

No. Exact match can show for close variants, such as reordered words or synonyms with the same meaning. Google says all match types are eligible to match close variants and there’s no way to opt out.

Should I use broad match without Smart Bidding?

Google says it’s critical to use Smart Bidding with broad match, because bids should reflect the signals present in each auction. If you’re bidding manually or don’t have reliable conversion tracking, phrase and exact match are usually safer choices.

Do negative keywords block close variants?

No. Google says negative keywords won’t match to close variants or other expansions. Add singular, plural and common misspellings yourself if you want to block them.

What happened to broad match modifier?

The plus-sign format, such as +water +heater, belonged to a match type Google no longer offers. Today there are three match types: broad, phrase in quotation marks, and exact in square brackets.

Get Help With Your Keyword Strategy

Local Blitz has been in business since 2009, with offices in San Diego (Encinitas) and Indianapolis. We set up match types, bidding and negative keywords to fit each account, review search terms regularly, and report on the calls and leads campaigns bring in. There are no cookie-cutter packages, plans are month-to-month, and ad spend is paid directly to Google, separate from our management fee. See our pricing page for how costs are set, or book a free strategy call and we’ll go through your keywords with you.