When you select or edit your keywords, you also need to assign them a match type. There are three match types to choose from:
Broad Match: The least restrictive, as it matches your ad for all queries related to that keyword.
Phrase Match: A middle ground when it comes to gambling data india limitation, Phrase Match matches your ad to any query similar to the keyword in question .
Exact Match: The strictest match because it matches your ad to queries that are synonymous with your target keyword .
Matching behavior has changed significantly over the last couple of years. Check out our latest article on this for information on updated matchmaking behavior.
google ads account anatomy - wordstream keyword match type chart with examples
When applying match types, you can annotate using the following:
Broad match: No annotation needed as this is the default match type. Example keyword: coffee shop
"Phrase" match: Quotation marks around the keyword indicate that you want to use a phrase. Example keyword: "coffee shop"
[Exact] match: The brackets tell Google that you want to use an exact match. Example keyword: [coffee shop]