What are keyword match types?
Keyword match types control how closely a search must match your keyword for your ad to show.
Google Ads has three keyword match types. Broad match shows your ad for searches related to your keyword, including ones that do not use its words. Phrase match shows it for searches that include the meaning of your keyword. Exact match shows it for searches with the same meaning or intent as your keyword. Tighter matching reaches fewer people, with less wasted spend.
Why it matters for your business: The wrong match type can spend your budget on searches that never become customers, so it is worth checking often.
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