Broad, Phrase or Exact: Which Match Type for Your Keywords?

Match type affects reach, relevance and cost. In 2026 with Google's AI interpreting search intent, match type strategy has evolved significantly. This guide explains how each works, when to use each, and how to build a strategy that balances reach with control.

How Match Types Work in 2026

Google has progressively broadened all match types. Exact match now includes synonyms with the same intent. Phrase match captures the meaning of your keyword. Broad match gives maximum flexibility combined with AI signals like recent searches and landing page content.

• Exact [keyword]: Triggers for exact meaning and close variants
• Phrase "keyword": Triggers when search includes keyword meaning
• Broad keyword: Maximum reach, best with Smart Bidding

Match Type Strategy by Campaign Stage

Your match type strategy should evolve with your data maturity. New campaigns need control, established campaigns can leverage broader reach.

New campaigns (0-30 days)

Start with Phrase and Exact match. You need controlled data to understand what converts. Set up conversion tracking first and gather at least 30 conversions before considering Broad.

Established campaigns (30+ conversions)

Test Broad match with Smart Bidding (Target CPA or Maximize Conversions). Broad + Smart Bidding can discover high-converting queries you'd never target manually. Expect 10-20% more conversions at similar CPA.

The Critical Role of Negative Keywords

Negative keywords are essential for any match type but critical with Broad. Without comprehensive negatives, Broad match shows ads for many irrelevant searches.

• Add negatives before launching Broad match campaigns
• Review Search Terms daily for the first week of Broad match
• Build negative lists by theme (competitors, jobs, free, DIY)
• Use negative Exact match to block specific queries while keeping variations
• Share lists across campaigns for consistency