PPC MATCH TYPES EXPLAINED: BROAD, PHRASE, EXACT, AND NEGATIVE

PPC Match Types Explained: Broad, Phrase, Exact, and Negative

PPC Match Types Explained: Broad, Phrase, Exact, and Negative

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PPC Match Types Explained: Broad, Phrase, Exact, and Negative


When running a PPC (Pay-Per-Click) campaign, choosing the right keyword match type is critical to control who sees your ads. Match types help you fine-tune how closely a user’s search query must align with your chosen keywords for your ad to appear.

In this guide, we’ll break down the four main keyword match types — Broad Match, Phrase Match, Exact Match, and Negative Match — and explain how each one works.



1. Broad Match


What is Broad Match?


Broad Match is the default match type in platforms like Google Ads. It allows your ad to show for searches that include any word in your keyword, in any order, along with related terms, synonyms, or variations.

Example Keyword: women’s running shoes


Possible Search Triggers:



  • best shoes for women jogging

  • female athletic sneakers

  • ladies sports footwear


Pros:



  • Reaches a large audience

  • Helps discover new keyword opportunities

  • Can drive more traffic quickly


Cons:



  • Less control over who sees your ad

  • Higher chance of irrelevant clicks

  • May waste budget if not monitored closely


When to Use:


A broad match is ideal when your goal is brand awareness or you’re exploring new markets and want maximum reach.



2. Phrase Match


What is Phrase Match?


Phrase Match triggers your ad when a user’s search contains the exact keyword phrase or close variations in the same order, but additional words can appear before or after.

Format: “keyword phrase” (in quotation marks)


Example Keyword: “women’s running shoes”


Possible Search Triggers:



  • buy women’s running shoes

  • affordable women’s running shoes online

  • best women’s running shoes for marathons


Pros:



  • Better targeting than broad match

  • Reduces irrelevant clicks

  • Balances reach and relevance


Cons:



  • Slightly lower reach compared to broad match

  • Still allows some unrelated traffic if phrased oddly


When to Use:


Use phrase match when you want good traffic volume but with better relevancy. Great for mid-funnel campaigns focusing on users with buying intent.



3. Exact Match


What is an Exact Match?


Exact Match gives you the highest level of control. Your ad appears only when the user searches for the exact keyword or very close variants (like singular/plural or misspellings) without extra words.

Format: [keyword] (in square brackets)


Example Keyword: [women’s running shoes]


Possible Search Triggers:



  • Women’s running shoes

  • Women's running shoes (variant)


Pros:



  • Highly targeted

  • Best for capturing high-intent users

  • Improves conversion rates and reduces wasted spend


Cons:



  • Lower reach due to strict targeting

  • Can miss potential customers searching with slightly different phrases


When to Use:


Ideal for bottom-of-funnel campaigns where you want to convert ready-to-buy users efficiently.



4. Negative Match (Negative Keywords)


What is a Negative Match?


Negative keywords prevent your ad from showing when certain words or phrases are used in the search query. This match type helps you eliminate irrelevant traffic and save your budget.

Format: -keyword


Example Negative Keyword: -cheap


Blocked Searches:



  • cheap women’s running shoes

  • women’s running shoes are free to shipping


Pros:



  • Improves ad relevancy

  • Prevents wasted clicks

  • Lowers cost per conversion


Cons:



  • If not monitored, you might accidentally block good traffic


When to Use:


Always use negative keywords — especially when running Broad or Phrase match campaigns — to improve targeting and ROI.



Quick Comparison of Match Types





































Match Type Reach Control Example
Broad Widest Lowest women’s running shoes trigger athletic sneakers
Phrase Medium Medium “women’s running shoes” triggers buying women’s running shoes
Exact Narrow Highest [women’s running shoes] triggers only that exact search
Negative N/A Blocks bad traffic -cheap blocks cheap women’s shoes




Final Thoughts


Understanding and properly using match types is crucial for a successful PPC campaign. Each match type serves a different purpose:

  • Broad Match: Good for reach and discovery

  • Phrase Match: Balances reach with relevance

  • Exact Match: Highly targeted for maximum conversion

  • Negative Match: Prevents irrelevant clicks and wasted budget


The key is to test and optimize, strategically combining match types to achieve the best results while maintaining control over your ad spending.

 

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