Match types are how you control who sees your ads—and when. In this chapter, you'll get a clear, practical breakdown of broad, phrase, exact, and negative match types so you can reduce wasted spend, tighten your targeting, and reach the right audience more consistently.

Key Points:

• Match types define how closely a search query must match your keyword before your ad is triggered;
• Broad match casts a wide net — use cautiously with automation and strong negatives;
• Phrase offers balance, matching phrases in order while allowing flexibility;
• Exact match delivers the most precise targeting — ideal for high-intent, high-value keywords;
• Negative keywords block irrelevant or low-converting traffic and should be used in every campaign;
• Mix match types strategically: exact for control, phrase to scale, and broad with automation;
• Maintain a growing negative keyword list to continuously improve ad efficiency.