Google Ads
Google Ads keyword match types explained
Google Ads match types control how closely a search has to match your keyword for your ad to be eligible to show. There are three, broad match, phrase match and exact match, since Google merged broad match modifier into phrase match in 2021. Negative keywords stop your ads showing for searches you don't want.
The three Google Ads match types
According to Google's keyword matching help:
| Match type | Syntax | Ads may show on searches that… | Example keyword |
|---|---|---|---|
| Broad match | no symbols | are related to your keyword, even without its exact words | organic cotton t-shirt |
| Phrase match | "quotes" | include the meaning of your keyword | "organic cotton t-shirt" |
| Exact match | [brackets] | have the same meaning as your keyword | [organic cotton t-shirt] |
Ecommerce examples
For the keyword organic cotton t-shirt:
| Search | Broad | Phrase | Exact |
|---|---|---|---|
| organic cotton t-shirt | ✓ | ✓ | ✓ |
| organic cotton tee | ✓ | ✓ likely, same meaning | ✓ likely, same meaning |
| women's organic cotton t-shirt black | ✓ | ✓ | ✗ |
| sustainable cotton shirts | ✓ possibly | ✗ | ✗ |
| eco-friendly clothing brands | ✓ possibly | ✗ | ✗ |
Matching is based on meaning, not just exact words, so close variants such as plurals, misspellings and synonyms can match all three types. Use the search terms report to see what really triggered your ads.
What replaced broad match modifier
Broad match modifier (BMM), written with + signs such as +organic +cotton +tshirt, was retired in 2021. Google's announcement explained that phrase match would take on BMM's behavior:
- Phrase match became broader than it used to be, absorbing much of BMM's reach.
- You can't create new BMM keywords. Existing ones behave exactly like phrase match.
If you see old advice recommending BMM, use phrase match instead.
Negative keywords
Negative keywords tell Google which searches you don't want your ads to show for. For online stores they're essential to avoid paying for clicks that won't buy.
| Negative keyword | Blocks searches like |
|---|---|
| free | "free organic t-shirt pattern" |
| diy / how to make | "how to make a cotton t-shirt" |
| wholesale / bulk | "organic t-shirts wholesale" (if you only sell retail) |
| jobs / careers | "t-shirt brand jobs" |
| a competitor's brand | searches for another brand, if you don't want to bid on it |
Negative keywords have their own match types, and they don't match close variants the way positive keywords do, so add plurals and common misspellings separately. Google's negative keywords help covers the details.
Negative keywords also work in Shopping and Performance Max campaigns, which don't use positive keywords.
Ad Profit Leak ScoreHow much of your Google Ads spend is actually profitable, banded 0–100. Want this tracked automatically, every day?See which Google Ads campaigns actually make money, measured on real profit (POAS), not just revenue.Try Selvra OSHow to structure keywords for a store
- Exact and phrase for high-intent product terms where you know the margin and can set targets.
- Broad match with smart bidding for discovery, once conversion tracking is reliable. Review search terms weekly.
- Separate brand terms into their own campaign, so they don't flatter the results of everything else.
- Build a shared negative keyword list and apply it across campaigns.
For how bidding interacts with match types, see Target CPA and smart bidding. To check whether keywords are profitable, see the guide to ROAS.
FAQ
What happened to broad match modifier?
Google merged it into phrase match in 2021. Phrase match took on some of broad match modifier's reach, and you can no longer create new broad match modifier keywords. Existing ones behave like phrase match.
Which match type should an online store start with?
Many stores start with phrase and exact match for their most important product and category terms, then test broad match once conversion tracking and smart bidding are working well.
Do match types matter for Shopping ads?
No. Shopping and Performance Max campaigns don't use keywords; Google matches searches to your product feed. Negative keywords still matter for controlling what you show for.
How do I find negative keywords?
Use the search terms report in Google Ads, which shows the actual searches that triggered your ads. Add irrelevant ones as negatives.