Keyword match types — Broad, phrase and exact match

Settings that control how closely a search must match your keyword for your ad to show.

What it means

When you add a keyword in Google Ads, you also choose a match type. It decides how closely someone's search has to match your keyword before your ad can appear. Today there are three: broad match, phrase match and exact match. Broad match modifier was retired in 2021.

How it works

Broad match is written plainly, like silk sarees surat. Your ad can show for searches related to the meaning of your keyword, even if the words are different. It reaches the most people.
Phrase match is written in quotes, like "silk sarees surat". Your ad can show for searches that include the meaning of your keyword, often with extra words before or after.
Exact match is written in square brackets, like [silk sarees surat]. Your ad shows for searches with the same meaning or intent as your keyword. Most control, smallest reach.

Google matches on meaning, so even exact match can show for close variants such as plurals, misspellings or reworded searches. The search terms report shows what people actually typed.

A simple example

A Surat saree shop sells Banarasi silk sarees online. With broad match on banarasi saree, its ad might show for "banarasi saree blouse designs", from someone wanting ideas, not a saree. With phrase match "banarasi saree", it could show for "buy banarasi saree online". With exact match [banarasi saree online], it reaches fewer, more focused shoppers.

Why it matters

Match types are one of your main levers for balancing reach and relevance. Too loose and you pay for unrelated clicks; too tight and you miss buyers who search in ways you didn't expect.

Beginner tips

Start with phrase and exact match while you learn, then test broad match once conversion tracking works.
Broad match works best with Smart Bidding, which uses conversion data to set bids.
Pair every match type with negative keywords.
Common mistake: assuming exact match means "only this exact phrase". It doesn't any more.