Master the 4 core keyword match types used in Google ads.

1. GOOGLE KEYWORD MATCH TYPES
Update: Google's Close Variants
Close variants include searches for keywords with the same meaning as
the exact keywords, regardless of spelling or grammar similarities
between the query and the keyword.

2. GOOGLE KEYWORD MATCH TYPES
1. Broad Match
• Default match type
• Include misspellings, synonyms, related searches, and other relevant
variations
• Just the word (no "" or [])

3. GOOGLE KEYWORD MATCH TYPES
1. Broad Match
Example Phrase: Bird Call
Could Appear on Searches Such As...

4. GOOGLE KEYWORD MATCH TYPES
2. Broad Match + Modifier
Must include word (or perfect replacement)
in front of the + sign

5. GOOGLE KEYWORD MATCH TYPES
2. Broad Match + Modifier
Could Appear on Searches Such As...
Example Phrase: Bird +Call

6. GOOGLE KEYWORD MATCH TYPES
3. Phrase Match
• Must include phrase (or perfect replacement)
• May include additional words before or after phrase
• Distinguished with "parenthesis"

7. GOOGLE KEYWORD MATCH TYPES
Example Phrase: "Bird Call"
3. Phrase Match
Could Appear on Searches Such As...

8. GOOGLE KEYWORD MATCH TYPES
4. Exact Match
• Exact matches of the term or close variations of that exact term with
the same meaning.
• More stringent than phrase match
• Distinguished by [brackets]

9. GOOGLE KEYWORD MATCH TYPES
Example Phrase: [Bird Call]
4. Exact Match
Could Appear on Searches Such As...