Match Type Advisor

Answer 4 quick questions about your keyword and get an instant Broad, Phrase, or Exact recommendation — with the reasoning behind it.

Your keyword

1. How specific is the user's intent for this keyword?

2. How competitive is this keyword in your market?

3. How tight is your budget or target CPA?

4. Are you still learning which search terms actually convert for this keyword?

How the recommendation works

Exact Match — best when intent is highly specific, budget is tight, and you have search term data showing the keyword converts. Google only matches the exact phrase (close variants included).
Phrase Match — the anchor. Captures intent variants while keeping core meaning. Best when the keyword phrase must appear in the search but order or surrounding terms can vary.
Broad Match — widest reach. Best for discovery, high-volume testing, or when Smart Bidding has enough conversion data to manage quality. Without that, it burns budget on irrelevant terms.