Google Ads match types infographic: three nested circles with broad on the outside, phrase in the middle and exact at the center, cards explaining each with example keywords, negative keyword match types, and three steps on what to do.

Oct 5, 2026

Google Ads Match Types Infographic: Broad, Phrase, Exact

Google Ads keyword match types explained: broad, phrase and exact, how each one reaches searches, how negative keywords work, and when to use each.

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<a href="https://searchinsider.io/infographics/google-ads-match-types"><img src="https://searchinsider.io/research/google-ads-match-types/google-ads-match-types-infographic.png" alt="Google Ads match types infographic: three nested circles with broad on the outside, phrase in the middle and exact at the center, cards explaining each with example keywords, negative keyword match types, and three steps on what to do." style="max-width:680px;width:100%;height:auto;" /></a><p>Source: <a href="https://searchinsider.io/infographics/google-ads-match-types">Google Ads match types infographic</a> by Search Insider.</p>

Broad, phrase or exact: which match type should you use?

The short answer: Match types control how closely a search must match your keyword. Exact is the tightest, broad reaches furthest, and each wider type covers everything the narrower one does. All three now match on meaning, not just words.

Based on Google Ads Help.

What it shows

Exact [red shoe]: searches with the same meaning or intent.
Phrase "tennis shoes": searches that include the meaning of your keyword.
Broad low carb diet plan: related searches, even without the keyword's words. The default.
Each wider type reaches every search the narrower one does.
Negative keywords don't match close variants; add synonyms and plurals yourself.
Google says it's critical to use Smart Bidding with broad match.

What to do

Known converters: Use exact and phrase match.
Broad match: Only with Smart Bidding.
Weekly: Review search terms and add negatives.

The walkthrough

What are keyword match types in Google Ads?

Keyword match types dictate how closely a keyword needs to match a user's search ^[1]. Google Ads has three: broad, phrase and exact ^[1]. If you don't choose one, keywords are treated as broad match ^[2].

What is exact match?

Exact match keywords use square brackets, such as [red shoe], and ads may show on searches that have the same meaning or intent as the keyword ^[1].

What is phrase match?

Phrase match keywords use quotation marks, such as "tennis shoes", and ads may show on searches that include the meaning of the keyword ^[1].

What is broad match?

With broad match, ads may show on searches related to your keyword, including searches that don't contain its words ^[1]. Google's example: low carb diet plan may show for searches like carb free foods or mediterranean diet books ^[1]. Broad match also uses signals such as your landing pages and other keywords in the ad group ^[3].

How do the match types overlap?

Phrase match reaches every search exact match reaches, and more. Broad match reaches everything phrase and exact match reach, and more ^[3]. Google now matches keywords on the meaning of a search, not just its words ^[3].

How do negative keywords work?

Negative broad match blocks searches containing all the terms in any order, negative phrase blocks the terms in the same order, and negative exact blocks the exact search without extra words ^[4]. Negative keywords don't match close variants, so you need to add synonyms and singular or plural versions yourself ^[4].

Should you use broad match?

Google says it's critical to use Smart Bidding with broad match ^[5]. Without conversion data to guide bids, start with exact and phrase match on searches you know convert.

Sources

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