Type of
Type of #keywords in Google Ads | Broad Match | Broad Match modifier | Exact Match | Phrase Match
Broad Match Keywords: These keywords are represented without any special symbols or formatting. For example, if your keyword is "running shoes," your ad may appear when someone searches for variations like "buy running shoes," "best running shoes," or "running sneakers." Broad match keywords have the potential to reach a wide audience but may also generate less relevant clicks.
Phrase Match Keywords: These keywords are enclosed in quotation marks (e.g., "running shoes"). Ads using phrase match keywords will be triggered when a user's search query includes the specified keyword phrase in the exact order. However, additional words before or after the phrase are allowed. For instance, your ad may show up for searches like "discount running shoes" or "women's running shoes."
Exact Match Keywords: These keywords are enclosed in square brackets (e.g., [running shoes]). Ads using exact match keywords will only appear when a user's search query matches the keyword exactly or includes minor variations like plurals or misspellings. Exact match keywords offer more control over targeting but may have a narrower reach compared to broader match types.
Broad Match Modifier is another type of keyword match type available in Google Ads that provides a balance between the reach of broad match and the control of phrase or exact match.
To use Broad Match Modifier, you add a "+" symbol before specific words within a keyword. This tells Google that the keyword must include those modified words, but their order can vary. For example:
Keyword: +running +shoes
In this case, the keywords "running" and "shoes" must appear in the user's search query, but they can be in any order and include other words as well. Your ad may appear for searches like "best running shoes," "affordable shoes for running," or "running shoes online."
Broad Match Modifier allows for more precise targeting compared to broad match, while still capturing a broader audience than phrase or exact match. It can be especially useful when you want to control the inclusion of certain words within a search query, ensuring a higher level of relevance.