Broad Match vs Exact Match
What Are They?
Broad Match and Exact Match are keyword matching types in Google Ads that determine when your ads appear in response to user searches. They control the relationship between the keywords you bid on and the actual search queries that trigger your advertisements.
Broad Match is the default setting. Your ads appear for searches containing your keywords in any order, along with variations, synonyms, and related searches. For example, if you bid on "running shoes," your ad might show for "shoes for jogging" or "trainers for runners."
Exact Match restricts your ads to searches that match your keywords precisely (or very close variations like plurals or minor spelling differences). The same "running shoes" keyword would only trigger ads for nearly identical searches.
Why It Matters
Your choice directly impacts campaign performance, budget efficiency, and ROI. Broad Match maximises reach and generates more impressions and clicks, making it valuable for awareness campaigns or when exploring new markets. However, it can waste budget on irrelevant searches.
Exact Match minimises wasted spend by showing ads only to genuinely interested searchers. This typically achieves better conversion rates and quality scores, though you'll capture fewer total clicks and may miss valuable search variations.
For UK agencies managing client budgets, this distinction is critical. Broad Match suits exploratory phases or competitive markets where volume matters. Exact Match works better for high-intent searches, e-commerce with specific products, or when budgets are tight.
When to Use Each
Use Broad Match when: - Running awareness or top-funnel campaigns - Testing new markets or keywords - You have budget flexibility and want maximum reach - Building audience insights from search query reports
Use Exact Match when: - Targeting high-intent, commercial keywords - Managing limited budgets - Selling specific products (e-commerce, financial services) - You need tight control over brand messaging
Best Practice Approach
Most successful campaigns use a blend. Begin with Broad Match keywords paired with strong negative keywords to filter irrelevant traffic. Monitor search query reports regularly – this reveals which variations actually convert. Gradually migrate high-performing variations to Exact Match bids, often at higher cost-per-click, to secure premium placement.
Use search query data to refine your negative keyword lists, preventing budget waste. In the UK market, consider regional variations and British terminology when building keyword strategies.
Related Match Types
Google also offers Phrase Match (keywords appear in the exact order) and Broad Match Modifier (requires certain words to be present), giving you more granular control across the matching spectrum.