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# Match Types
- URL: https://www.adlingo.org/glossary/match-types/
- Published: 2025-01-15T10:31:00.000Z
- Updated: 2025-01-15T10:31:00.000Z
- Description: Settings that control how closely a search query needs to match your keyword for your ad to enter the auction.
- Author: Travis Lusk
- Tags: Google & Regulation, #glossary, #Import 2026-10-27 17:05

The dial between control and reach in search. Exact match gives you precision and lower volume. Broad match gives you reach and a search terms report full of surprises. Phrase match sits in between and has been progressively eroded toward broad match behavior over the years. The practical implication: the more you rely on broad match, the more you need to monitor the search terms report, because Google's definition of "relevant" and yours will diverge.