How do Google’s match types work? What is best?
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Google has several different "match types" which indicate what user search queries should be triggered by a keyword in your account. An exact match limits exposure to the precise keyword, with no variations. A phrase match allows additional words to exist in the search query but requires the ordering of the keywords to remain untouched. A broad match compares your keyword to a wide variety of potential variations, including synonyms, keyword re-orderings and much more. There are also negative keywords, which allow you to manually exclude certain variations. There is no right answer to which match type is best; the best campaigns will utilize a strategic combination of match types to achieve maximize results.
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