Definition
Match type controls how closely a user’s search query must match your keyword before your Google Ads ad can appear. The three primary match types are broad, phrase, and exact.
Detailed Explanation
| Match Type | Syntax | Triggers When |
|---|---|---|
| Broad | keyword | Query relates to keyword meaning (widest reach) |
| Phrase | “keyword” | Query contains keyword phrase in order |
| Exact | [keyword] | Query matches keyword meaning closely (tightest) |
Broad match uses AI to expand to synonyms and related searches — powerful with smart bidding but risky without negative keywords. Phrase and exact give more control. Performance Max and broad match + tROAS is the modern default for many advertisers.
Nepal Context
Nepali advertisers often waste budget on broad match without negatives — e.g., “digital marketing” triggering “digital marketing jobs” or “free course” queries. Build negative keyword lists in Nepali and English. Start phrase/exact for new accounts, expand to broad once conversion tracking is solid.
Practical Examples
- Broad:
seo services→ may show for “website optimization company” - Phrase:
"seo services nepal"→ “best seo services nepal pricing” - Exact:
[seo nepal]→ “seo nepal”, “nepal seo”
Key Takeaways
- Match type = reach vs. control tradeoff.
- Broad match requires strong conversion tracking and negative keywords.
- Audit search terms report weekly — add negatives for irrelevant queries.
Common Mistakes
- Running broad match without conversion tracking — Google optimizes blindly.
- Duplicate keywords across match types in same ad group — internal competition.
- Never reviewing search terms report — the #1 PPC hygiene task.
