The setting that controls how closely a search query must correspond to a keyword for the ad to be eligible. Exact match now includes close variants and same-meaning queries; phrase match includes queries that contain the keyword's meaning; broad match includes anything Google judges related. Broad match modifier was retired in 2021. Broad match paired with Smart Bidding is Google's recommended and most expansive configuration.
Used in The Signal
- Broad Match Is Spending Your Money on Questions You Never Asked
- Google Ads vs. Meta Ads Is Not a Rivalry. It Is a Relay.
- Google Is Migrating Your Search Campaigns This Month. Set the Baseline Before It Does.
- How Much Do Google Ads Actually Cost? Wrong Question.
- Negative Keywords Are Half Your Search Strategy
Cite this entry:
Agency Echelon. "Match Type." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/match-type/