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Keyword Match Types in Google Ads: Broad, Phrase and Exact Explained

Q: What are the keyword match types in Google Ads?

Google Ads has three keyword match types: broad match, phrase match and exact match. Each controls how closely a search must relate to your keyword before your ad can show.

Q: Is broad match modifier still available?

No. Google retired broad match modifier (+keyword) in 2021 and folded its behavior into phrase match.

Q: How do I write keywords in each match type?

Broad match has no symbols (running shoes). Phrase match uses quotation marks ("running shoes"). Exact match uses square brackets ([running shoes]).

Published October 30, 2026 · 8 min read · By UseTools.in

Keyword match types decide which searches can trigger your Google Ads. Pick the wrong one and you either pay for clicks that never convert or miss customers who were ready to buy. This guide explains each match type in plain language, with examples, so you can choose with confidence.

What is a keyword match type?

A keyword match type is a setting that tells Google how closely a person’s search must relate to your keyword before your ad is eligible to show. It is the main lever for balancing reach (how many searches you can appear for) against control (how tightly those searches match what you sell).

Google Ads has three match types for regular keywords: broad, phrase and exact. You set the type by how you write the keyword in your ad group.

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Broad match

Syntax: no symbols, for example running shoes

Broad match is the default and the widest option. Your ad can show on searches related to the meaning of your keyword, even when the search does not contain the same words. Google looks at the keyword, the landing page, your other keywords and signals about the searcher to decide whether a search is relevant.

Keyword: running shoes

Could match: jogging sneakers, best shoes for marathon training, trail running footwear

When broad match works

You use Smart Bidding (such as Target CPA or Target ROAS) with reliable conversion tracking.
You want to discover new search terms you had not thought of.
You maintain a strong negative keyword list.

The risk

Without conversion data and negatives, broad match can spend budget on loosely related searches. Review your search terms report often.

Phrase match

Syntax: quotation marks, for example "running shoes"

Phrase match sits in the middle. Your ad can show on searches that include the meaning of your keyword, and the search can have extra words before or after it. Since 2021, phrase match also covers what the old broad match modifier used to do.

Keyword: "running shoes"

Could match: buy running shoes online, running shoes for flat feet, waterproof running shoes

Unlikely to match: searches with a different meaning, such as running shorts

When phrase match works

You want more reach than exact match without going fully broad.
Your product has a clear core term and you want to capture long-tail variations around it.

Exact match

Syntax: square brackets, for example [running shoes]

Exact match gives the tightest control. Your ad can show on searches that have the same meaning or the same intent as your keyword. That includes close variants such as singular and plural forms, misspellings and reordered words that keep the same intent.

Keyword: [running shoes]

Could match: running shoes, running shoe, shoes for running

When exact match works

You have proven, high-converting keywords and want to protect your cost per acquisition.
Your budget is small and every click needs to count.
You want to bid higher on your best-performing terms.

Keyword match types compared

Match type	Symbol	Reach	Control	Best for
Broad	None	Highest	Lowest	Discovery with Smart Bidding
Phrase	`"keyword"`	Medium	Medium	Balanced reach and relevance
Exact	`[keyword]`	Lowest	Highest	Proven, high-intent keywords

Good to know: broad match modifier (+keyword) was retired in 2021. If you still see old campaigns using the plus sign, review them, since that behavior now lives in phrase match.

Negative keyword match types

Negative keywords stop your ad from showing on searches you do not want. They also have three match types, but they work differently from regular keywords.

Negative broad: cheap shoes blocks searches that contain both words, in any order, with other words allowed.
Negative phrase: "cheap shoes" blocks searches that contain those words in that order.
Negative exact: [cheap shoes] blocks only that exact search with no extra words.

Negative keywords do not match close variants. If you want to block both free and freebie, or a plural and a singular form, add each one yourself.

How to choose the right match type

Start with your goal. Want volume and learning? Lean on broad and phrase. Want efficiency? Lean on exact.
Check your data. Broad match needs conversion tracking and enough conversions for Smart Bidding to learn from.
Mix match types. Many advertisers run the same keyword in exact and phrase, bidding higher on exact.
Review search terms weekly. Add converting terms as exact keywords and add wasteful ones as negatives.
Keep lists organized. Messy keyword formatting causes upload errors and duplicate entries.

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Adding quotes and brackets to hundreds of keywords by hand wastes time and invites typos. Our tool does it for you in one click.

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Common mistakes to avoid

Using broad match without Smart Bidding or conversion tracking. It tends to waste spend.
Never checking the search terms report. It is where you find both winners and leaks.
Forgetting negative keywords. Without them, even phrase and exact match can pull in irrelevant searches.
Duplicating the same keyword in the same match type across ad groups. Your own ad groups end up competing.
Typing symbols wrongly. A missing bracket or quote silently changes the match type.

Frequently asked questions

What are the keyword match types in Google Ads?

Google Ads has three: broad match, phrase match and exact match. Each controls how closely a search must relate to your keyword before your ad can show.

Which match type is best for beginners?

Phrase and exact match give the most control and are a safe starting point. Broad match works best when paired with Smart Bidding, strong conversion tracking and a solid negative keyword list.

Is broad match modifier still available?

No. Google retired it in 2021 and folded its behavior into phrase match.

How do I write keywords in each match type?

Broad match has no symbols (running shoes). Phrase match uses quotation marks ("running shoes"). Exact match uses square brackets ([running shoes]).

Do negative keywords match close variants?

No. Negative keywords do not match misspellings, plurals or other close variants, so add each variation you want to block.

Final thoughts

There is no single best match type. Broad match finds new opportunities, phrase match balances reach and relevance, and exact match protects your best keywords. Most strong accounts use a mix, guided by search term data and a healthy negative keyword list.

When you are ready to build your list, use the free Keyword Match Type Tool to generate every match type in seconds.