PPC
Keyword Match Types
The short answer
Match types (Broad, Phrase, and Exact) control how closely a searcher's query has to match your target keyword before your PPC ad is eligible to show.
Full explanation
Broad match casts the widest net (and needs the most negative keyword cleanup), Exact match is the most restrictive and precise, and Phrase match sits in between — the right mix depends on how much budget you have to test broader traffic.
Back to all terms
77 terms and growing