Broad, Phrase or Exact: Which Match Type for Your Keywords?

Match type affects reach, relevance and cost. There's no single rule, but there are clear guidelines.

When to use each

• Exact: high-intent, branded, limited budget
• Phrase: balanced reach and control
• Broad: discovery, with strong negatives

Best practices

1. Start with Phrase or Exact for new campaigns
2. Add Broad with careful negatives
3. Review search terms weekly
4. Use Broad Match with Smart Bidding when you have conversion data