Definition Exact match uses [keyword] form and matches only the exact phrase or very close variants. Phrase match uses "keyword" and matches queries containing the words in the same order. Broad match has no quotes and runs meaning-based interpretation.
How it works The system compares the user query to the keyword pool. The match type determines which queries trigger the ad. Broad match expands via machine learning to capture synonyms, related concepts, and close variants. Exact match is the narrowest. Since 2021, modified broad match merged into broad match.
Where you see it in Scope Trends **Ad Command Center** > **Match Types** shows the query list and match-type distribution per keyword. The **Negative Keyword Suggester** agent flags wasted-spend queries.
Frequently asked questions **Which match type should I use?** Broad match is common with Performance Max and Smart Bidding. Exact match enforces budget discipline on high-intent queries.
**Is phrase match still used?** Yes. It is ideal for queries where word order should be preserved.