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.
Ad tech glossary
Match Types
Technical definition
Settings that control how closely a search query needs to match your keyword for your ad to enter the auction.
The ADLINGO translation
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Related terms
- Ad Rank
- Broad Match Modifier (RIP)
- Discovery Campaigns
- FLEDGE (First Locally-Executed Decision over Groups Experiment)
- FLoC (Federated Learning of Cohorts)
- Local Service Ads
- Maximize Conversion Value
- Negative Keywords
- Performance Max
- PRAM (Partnership for Responsible Addressable Media)
- Privacy Sandbox
- Project Rearc
Where this shows up
Google Monopoly for the CMO
When asked what today's ruling against Google means for advertisers, here is what I say. (Without making a prediction about a breakup.)
Monetizing AI Overviews
Ads in Google's AI Overviews are already natively integrated for immediate shoppability. What does this mean for advertisers, publishers, and the future of the ad supported Internet?
