Keyword match types are used in Google Ads to control how closely a user’s search query must match an advertiser’s selected keywords in order for the ad to be triggered. There are four different keyword match types in Google Ads:

1. Broad match: With broad match, ads can be triggered by searches that include any word in the keyword phrase, in any order, as well as close variations of the keyword such as misspellings, synonyms, and related searches. For example, if the keyword is “women’s hats,” the ad could be triggered by searches for “hats for women,” “ladies hats,” or “hats for girls.”

2. Modified broad match: Modified broad match allows advertisers to specify which words in the keyword phrase must be included in the user’s search query in order for the ad to be triggered. To use modified broad match, advertisers add a plus sign (+) in front of the words that must be included in the search query. For example, if the keyword is “+women’s +hats,” the ad could be triggered by searches for “women’s hats,” “hats for women,” or “hats for girls,” but not by searches for “men’s hats.”

3. Phrase match: With phrase match, ads can be triggered by searches that include the entire keyword phrase in the exact order specified, as well as additional words before or after the phrase. To use phrase match, advertisers put the keyword phrase in quotation marks. For example, if the keyword is “women’s hats,” the ad could be triggered by searches for “buy women’s hats,” “women’s hats online,” or “women’s hats for sale.”

4. Exact match: With exact match, ads can be triggered by searches that exactly match the keyword, with no additional words before or after the phrase. To use exact match, advertisers put the keyword in square brackets. For example, if the keyword is [women’s hats], the ad could only be triggered by searches for “women’s hats” and not by searches for “buy women’s hats” or “hats for women.”