AdWords Help

You can set each search-targeted keyword to have one of four settings: broad match, phrase match, exact match, or negative match. These four keyword matching options can help you control who sees your ads.

To use a keyword matching option, just add the appropriate punctuation to your keyword (shown below). If you don't add any of the specified punctuation, your keyword will be broad match by default.

Here's a summary of the four options:

• Broad match: keyword (no punctuation)
  Allows your ad to show for searches on similar phrases and relevant variations

• Phrase match: "keyword"
  Allows your ad to show for searches that match the exact phrase

• Exact match: [keyword]
  Allows your ad to show for searches that match the exact phrase exclusively

• Negative match: -keyword
  Ensures your ad doesn't show for any search that includes that term

See examples and more details for each option.

We suggest using a combination of two or more keyword matching options to run an effective ad campaign. By refining how your keywords target users, you'll be able to spend less money on irrelevant clicks so that you increase your return on investment.

Learn more:
  • Matching option basics
  • Negative keywords
  • Broad match keywords