Broad match. This is the match with the widest reach. With broad match, your ads may show for searches that include variations, synonyms, misspellings, related searches, and other relevant terms. For example, if your broad match keyword is "running shoes," your ad could appear for searches like "buy sports shoes" or "best sneakers for jogging." This match type typically brings the highest volume of clicks, but the least amount of control over search terms triggering your ads. It’s best used in combination with a negative keyword list that eliminates some of the search terms that are definitely not related to your business.

Phrase match. This match type allows your ads to show when a user's search query includes your keyword phrase in the same order. There can be additional words before or after your phrase match keyword. It gives you more control compared to broad match, but the impression volume is typically lower. You can easily add these keywords by using quotation marks. For example, if your phrase match keyword is "running shoes," your ads could appear for searches like "best running shoes" or "blue running shoes".

Exact match. This match type gives you the most control over which searches can trigger your ads. With exact match, your ads will only be displayed for searches that precisely match your keyword or its close variations. Close variations can include plurals, singulars, and misspellings. For example, if your exact match keyword is [running shoes], your ads could appear for searches like "running shoes," "running shoe," or "run shoes."

As a marketer, you need to understand the key differences between the match types and determine the best combination of keywords and match types for your campaigns. The objective is to effectively balance reach and control over the searches that trigger your ads. This will ensure that your ads are shown to relevant audiences while minimizing unrelated clicks.