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Keyword Match Types

Keywords are the foundation of every Google AdWords Campaign and it is very important for them to be set up in the right way.

When adding keywords in their Google AdWords Campaigns, most people think that Google will display ads when someone is searching for exact keywords that they have chosen in their campaign – Wrong! According to the basic settings, Google will display ads on similar search queries.

In the Google AdWords system, there are 3 (4) types of keywords:


+Broad +Modified



Google AdWords Broad Match Keyword - Broad

This is the basic option and it offers the least control. In this case, “relevant search queries” will be showing. For example, if you choose a keyword ‘sydney’, your ads will be showing for all the inquiries related to accommodation, weather, stores and similar, that are located in Sydney.

Apartments sydney -> the weather in sydney, trade with small animals sydney, houses for sale sydney.

AdWords Tip: Avoid using Broad Match Keywords, except if your budget is large enough and you want your ads to appear on all of the search queries on all related keywords.


+Broad +Modified

Broad Modified  Match Keyword

This is the least-known option, mostly used by professionals. This way of targeting is an advanced targeting compared to a ‘classic’ broad match. Adding a “+” right before a keyword means that it must be in the user's search query; words that do not have a “+” sign in front of them are treated like a broad match.


+apartments +sydney -> our ads will be showing all the words that contain ‘apartments’ and ‘sydney’ in their queries: apartments in Sydney, Sydney apartments in downtown, etc.

AdWords Tip: This is a new, improved way of broad targeting in which is recommended to put “+” before all keywords.

AdWords Keyword Phrase Match

“apartments sydney” -> the closest apartments Sydney, Sydney apartments in the Center

In this variant, ads will be showing only if a specific phrase has been written and when the user's search query contains your keywords solely in that order. Other words can be included in the search query before and after, but your keyword must be included in the query with words solely in that order.

AdWords Tip: Be aware of the differences in the word order, for example “horse racing” and “racing horse” have a different meaning. If you are using this method of targeting, use the words in different variants that are relevant to you.



AdWords Keyword Exact Match

Your ad will only appear when the user's search query is identical to the selected keyword, without exception. It is usually limited and a specific type of matching keywords.

[apartments sydney] = apartments sydney

AdWords Negative Keywords

The same way you can choose on which keywords your ads will be showing, you can also choose on which keywords your ads will not run using negative keywords.

For example, when you want to prevent your ad from showing up within all search queries that contain words: free, new jobs, employ or use.

When you are adding negative keywords, you should be aware that you could use the negative broad match, negative phrase match or negative keyword exact match.

- negative

None of these four forms of keywords is right and not a single format is beneficial for anyone who is advertising. Depending on the market and the product you are offering to someone, some variants will be more cost-effective for some, but testing everything in your campaign is the most important thing. The test will give you the best answer to what would be the most profitable to you.