Use the right match types: Using broad match (or broad match modifier) allows you to capture a wide range of search queries, while using exact match or phrase match gives you more precise targeting. If you know that a specific query is being used frequently, adding it as an exact- or phrase-matched keyword can help you manage traffic for it
Source: Google
| Match type | Special symbol | Example keyword | Ads may show on searches that | Example searches |
|---|---|---|---|---|
| Broad match | none | women’s hats | include misspellings, synonyms, related searches, and other relevant variations | buy ladies hats |
| Broad match modifier | +keyword | +women’s +hats | contain the modified term (or close variations, but not synonyms), in any order | hats for women |
| Phrase match | “keyword“ | “women’s hats“ | are a phrase, and close variations of that phrase | buy women’s hats |
| Exact match | [keyword] | [women’s hats] | are an exact term and close variations of that exact term | women’s hats |
| Negative match | –keyword | –women | are searches without the term | baseball hats |
