Match Types: Exact, Phrase, Broad & Modified Broad

Broad Match

  • keyword
  • Shows your Ad for any relevant search

Broad Match Modifier

  • + keyword
  • Can be used on one or more words in a phrase
  • The +keyword has to be included in the search for your ad to show, but any other words in the query function like broad match
  • Only works with broad Match

Exact Match

  • [keyword]
  • Shows Ad for only if those exact keywords are used in a search, in that order with no other words in front or behind

Phrase match

  • “keyword”
  • Shows Ads when those “keywords” are used in the query, even if there are additional words in front or behind. Does not show if the words are in a different order, or if there are other words in between “keywords”