Quick Guide to PPC Match Types

Within paid search campaigns, match types help control which search queries trigger your ads. By understanding the various match types you can better create campaigns that will show ads for the most relevant search queries while helping prevent wasted ad spend. In the definitions below there are examples for each match type for the keyword: Travel Tots Pillows

Broad Match

This is the broadest of match types and doesn’t contain any characters before or after the keyword. This match type will display search queries for any query that matches any of the words in your phrase, regardless of order or if all keywords are present. Example: Travel Tots Pillows This keyword will trigger ads for any query that contains Travel, Tots, or Pillows.

Phrase Match

This match type is enclosed between quotation marks and will only display ads for search queries that contain the selected phrase in the same order regardless of whether words are before or after the phrase. Example: “Travel Tots Pillows”

Exact Match

 

This is the most restrictive match type and is denoted by brackets. Ads will only display if the search query matches the keywords in the brackets exactly. Ads won’t display if there are words before or after it in the search query. Example: [Travel Tots Pillows]

Broad Match Modified

 

This match type is enclosed between quotation marks and will display ads for any search query that contain the selected phrase in the exact word order. Other words can appear before or after the phrase. Example: “Travel Tots Pillows”

Phrase Match Modified

 

Similar to the broad match modified but is differentiated by the addition of a period connecting words that need to remain in a specific order. Example: +Travel.Tots +Pillows

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Updated: Jun 25, 2021

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