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All lessons in Google Ads for Beginners Lesson 1.4 of 24

Module 0: Introduction to PPC

  1. 0.1What is PPC?
  2. 0.2PPC vs SEO vs SEM
  3. 0.3How the Google Ads auction works
  4. 0.4PPC platforms compared

Module 1: Planning Your First Campaign

  1. 1.1Setting PPC goals
  2. 1.2Setting a Google Ads budget
  3. 1.3PPC keyword research
  4. 1.4Google Ads keyword match types
  5. 1.5Negative keywords

Module 2: Building the Campaign

  1. 2.1How to create a Google Ads account
  2. 2.2Campaign and ad group structure
  3. 2.3Location, language, and schedule
  4. 2.4Google Ads bidding strategies

Module 3: Writing Ads That Get Clicks

  1. 3.1How to write responsive search ads
  2. 3.2PPC ad copy formulas
  3. 3.3Google Ads assets
  4. 3.4PPC landing page best practices

Module 4: Tracking Results

  1. 4.1Google Ads conversion tracking
  2. 4.2What is Quality Score?
  3. 4.3PPC metrics that matter
  4. 4.4Google Ads search terms report

Module 5: Optimizing and Scaling

  1. 5.1Your first 30 days
  2. 5.2Common Google Ads mistakes
  3. 5.3Your PPC action plan

Google Ads keyword match types

What we will go through

  • How broad, phrase, and exact match work
  • What close variants are
  • Which match type to start with on a small budget

Short answer

Match types decide how closely a search must match your keyword. Broad match is the widest and reaches related searches. Phrase match needs the meaning of your phrase. Exact match is the tightest and needs the same meaning. All three include close variants like plurals and misspellings. Small budgets usually start with phrase and exact.

The three match types

You set the match type with symbols around your keyword.

Match types as rings: broad widest, phrase middle, exact narrowestExactPhraseBroadBroadcake deliverycan show for: birthday cake shopPhrase"cake delivery"can show for: cake delivery BacolodExact[cake delivery]can show for: cakes delivery
The wider the ring, the more searches can trigger your ad. Small budgets start in the middle.
Match typeHow to type itCan show forReach
Broadcake deliveryRelated searches, like “birthday cake shop”Widest
Phrase“cake delivery”Searches with that meaning, like “cake delivery Bacolod”Medium
Exact[cake delivery]Searches with the same meaning, like “cakes delivery”Narrowest

Broad match is the default. If you type a keyword with no symbols, it becomes broad.

What are close variants?

Google treats some searches as the same as your keyword even if the words differ a bit. These are close variants. They include plurals, misspellings, abbreviations, different word order, and words with the same meaning or intent.

Close variants apply to all match types. That is why even exact match is not 100% exact anymore.

Which match type to start with

  1. Use exact match for your best two or three keywords.
  2. Use phrase match for the rest of your list.
  3. Avoid broad match until you have conversion tracking and data.
  4. Check your search terms report weekly to see what really triggered your ads. You will learn that in Lesson 4.4.

Broad match can work well later, when paired with Smart Bidding and good conversion data. You will meet Smart Bidding in Lesson 2.4.

Try it: match type tester

Your keyword is “cake delivery” in phrase match. Could each search trigger your ad?

Sort each item into the right group.

  • cake delivery Bacolod

  • same day cake delivery

  • cakes delivery

  • birthday cake recipe

  • flower delivery

  • delivery of cakes near me

Quick quiz

1. How do you write exact match?
2. A keyword typed with no symbols becomes:
3. Do close variants apply to exact match?

Common mistakes

  • Leaving everything on broad match. Your ad can show for loosely related searches and waste budget.
  • Forgetting the symbols. No quotes or brackets means broad.
  • Thinking exact match blocks all variations. Close variants still apply.
  • Never checking search terms. You cannot fix what you do not see.

Your action

Take your keyword list from Lesson 1.3. Mark your top three as exact match and the rest as phrase match.

Key terms

Broad match
Reaches searches related to your keyword.
Phrase match
Reaches searches that include the meaning of your phrase.
Exact match
Reaches searches with the same meaning as your keyword.
Close variants
Small differences Google treats as a match, like plurals and typos.

Questions beginners ask

What happened to broad match modifier?

Google retired it in 2021. Phrase match now covers that role.

Is broad match always bad?

No. It works better once you have conversion tracking and Smart Bidding.

Related lessons

Want someone to run your Google Ads while you learn? The team at Remar Digital can help.