Match types aren't what they used to be. Exact match isn't exact. Phrase match absorbed broad match modifier. Broad match is Google's favorite child.
Here's what each actually does now and when to use them.
The Current Reality
Exact Match [keyword]
Shows for searches with the same meaning or intent — not just the exact words. "Red running shoes" might match "running shoes red" or "scarlet jogging sneakers." Still your tightest control, but looser than it was.
Phrase Match "keyword"
Shows when the search includes the meaning of your phrase, with words before or after. "Women's running shoes" might match "buy women's running shoes online" or "best running shoes for women." Absorbed what broad match modifier used to do.
Broad Match keyword
Shows for anything Google considers related to your keyword. "Running shoes" might match "best sneakers for jogging," "athletic footwear," or "marathon training gear." Google's AI decides what's "related." Results vary.
When to Use Each
Use Exact Match When:
- You know which queries convert
- Lead quality matters more than volume (B2B, high-value services)
- Budget is limited and every click needs to count
- You're running brand campaigns (protect your brand terms)
- You're in a niche market where irrelevant traffic is expensive
The trade-off: Tight control, lower volume.
Use Phrase Match When:
- You want discovery without giving Google full control
- Testing new keyword themes
- You have moderate conversion data
- Long-tail keywords where you want variations
- Local services (locks in the core phrase)
The trade-off: Balance of reach and control, but less precise than it used to be.
Use Broad Match When:
- You have strong conversion data (30+ conversions/month minimum)
- You're using Smart Bidding (tROAS or tCPA)
- You want to find queries you haven't thought of
- Budget can absorb some waste while learning
- B2C with high volume and clear conversion signals
The trade-off: Maximum reach, minimum control. Requires guardrails.
The Google Push
Google is aggressively pushing broad match + Smart Bidding. It's now the default for new campaigns. AI Max essentially forces broad match behavior.
Their data: Advertisers upgrading exact to broad with tCPA see ~35% more conversions.
The reality: Results vary wildly. Some advertisers see great expansion. Others see budget wasted on irrelevant queries.
The pattern: Broad match works when:
- You have enough conversion data for Smart Bidding to learn
- You actively manage negative keywords
- Your conversion tracking is accurate
- You monitor search terms weekly
Without those conditions, broad match burns money.
A Practical Framework
Start narrow, expand carefully:
- Launch with exact match for your core, proven keywords
- Add phrase match for discovery and long-tail variations
- Test broad match only after you have conversion data and Smart Bidding is working
- Build negative keyword lists continuously
Campaign structure option:
- Campaign A: Exact match (your best keywords)
- Campaign B: Phrase match (discovery)
- Campaign C: Broad match (expansion, with Smart Bidding)
Separate budgets let you control how much risk you take.
Negative Keywords: More Important Than Ever
With looser match types, negatives are your steering wheel.
Build lists for:
- Competitor names (unless conquesting intentionally)
- Irrelevant modifiers ("free," "cheap," "jobs," "salary")
- Wrong intent (informational when you want transactional)
- Adjacent categories that don't convert
Review search terms weekly. Broad and phrase match will find queries you didn't expect. Some are valuable. Many aren't.
Special Cases
Brand campaigns: Exact match. You want maximum control over your brand terms.
Competitor campaigns: Exact match on competitor names. Broad match on competitor terms gets weird fast.
Low-volume keywords: Phrase or exact. Broad match needs data to optimize.
High-volume B2C: Broad match can work well with Smart Bidding.
High-value B2B: Exact and phrase. One bad lead can cost more than the entire ad spend.
The Bottom Line
Match types are less about keywords and more about how much control you want to give Google.
- Want control? Exact match + manual oversight
- Want balance? Phrase match + active negative management
- Want scale? Broad match + Smart Bidding + strong conversion data
There's no universally correct answer. It depends on your data, your budget, and your tolerance for waste while the algorithm learns. Find your balance.
