Quick Definition #
Keyword match types control how closely a user’s search must relate to a keyword for an ad to be eligible. Negative keywords help prevent ads from showing for searches that are irrelevant to the campaign.
Google Ads Match Types #
| Match type | Notation | General behaviour |
|---|---|---|
| Broad match | running shoes |
Can match searches related in meaning, including relevant variations and intent. |
| Phrase match | "running shoes" |
Can match searches that include the meaning of the keyword phrase, with additional words and variations. |
| Exact match | [running shoes] |
Can match searches with the same meaning or intent, not only a character-for-character identical query. |
Match behaviour and terminology can evolve, so consult the current Google Ads documentation when implementing account rules. Exact match is not literal-only matching.
Negative Keywords #
Negative keywords exclude searches that are not relevant to the offer. For example, a paid course provider might exclude “free” if it does not offer free training. Negative keyword matching differs from positive keyword matching; do not assume a negative keyword blocks every close variant automatically.
Negative Keyword Levels #
- Campaign-level: Excludes terms across the campaign.
- Ad-group-level: Refines exclusions for a particular ad group.
- Shared lists: Can apply reusable exclusions to selected campaigns where supported.
Research and Maintenance Process #
- Start with relevant keywords and appropriate match types.
- Review the search terms report after traffic begins.
- Identify irrelevant intent, products, locations or meanings.
- Add negative keywords at the narrowest suitable level.
- Check for conflicts that could block valuable searches.
- Revisit the list as offers and search behaviour change.
Example #
A business selling paid certification training may receive searches for “free certification course”. If it does not offer free training, that phrase may be a candidate negative. Review the actual business offer and query data before excluding it.
Common Mistakes #
- Using overly broad negative keywords that block relevant demand.
- Assuming negative keywords automatically cover every close variation.
- Never checking search terms after launch.
- Choosing match types without considering conversion data and budget.
- Adding negatives based on a single ambiguous query without review.
Key Takeaway #
Match types balance reach and control; negative keywords reduce irrelevant traffic. Use search-term evidence and review exclusions carefully.
FAQs #
Is exact match completely exact? #
No. It can include searches with the same meaning or intent.
Do negative keywords work the same way as positive keywords? #
No. Negative matching has different rules, including how close variants are handled.
Related Topics #
See Quality Score and Campaign Optimization.
