Learn Understanding Match Types | Keyword Strategy and Match Types

Match types are how you control who sees your ads — and when. In this chapter, you'll get a clear, practical breakdown of broad, phrase, exact, and negative match types so you can reduce wasted spend, tighten your targeting, and reach the right audience more consistently.

Now that you can identify the right keywords, it's time to control how those keywords trigger your ads.

Definition

Match types tell Google how closely a search query must match your chosen keyword before your ad is shown. They determine your reach, relevance, and cost-efficiency.

There are four main types:

How to Manage Match Types in Google Ads

Step 1: Review and Adjust Keywords

Go to Audiences & Keywords → Keywords. You'll see each keyword's match type indicated by its symbols:

Broad: no marks → photo;
Phrase: quotes → "corporate photography";
Exact: brackets → [commercial photography].

To change types, click the edit icon (✏️) and adjust the syntax. Google Ads will automatically reformat it.

Step 2: Analyze Search Terms

Under Insights & Reports → Search Terms, you can review:

Which user queries triggered your ads;
Their match types (added or excluded);
Performance metrics like clicks, impressions, CTR, CPC, and cost.

Use this data to refine your keyword list and add new negatives where necessary.

Step 3: Add Negative Keywords

Navigate to: Keywords → Negative Keywords → Add Negative Keywords or Create List.

You can apply them to:

Campaign Level: affects all ad groups;
Ad Group Level: affects only one product/service segment;

Start with a standard negative list and keep expanding it as real campaign data comes in.

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Section 3. Chapter 2

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