Keyword Match Type Tool

A wrong match type means you're burning budget, while the right match type delivers three times more conversions for the same money. This tool generates all match type variations within two seconds.

As many as 95% of all Google Ads accounts use the wrong match types. The result is that advertisers pay too much per click for irrelevant searches like "free downloads", while simultaneously missing 40% of qualified traffic due to overly strict targeting.

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Why match types make or break your PPC campaigns

Google interprets "buy shoes" fundamentally differently than [buy shoes] or "buy shoes". A misplaced symbol can cause you to pay for someone searching for "shoe making tutorial" instead of a buying customer.

The 4 match types you need to know (2025 update)

Broad match: the wild west of PPC

With broad match, "shoes" is matched with virtually anything Google deems relevant: sneakers, boots, cobbler, even shoe rack. Google's AI determines what's relevant, which sometimes works brilliantly but often ends disastrously.

This match type is best used for discovering new keywords, reserving a maximum of 20% of your budget for it. However, avoid broad match for high-ticket items, B2B campaigns, and all situations where precision is crucial.

Phrase match: the new standard

With phrase match, "red shoes" is matched with queries that contain this meaning. For example, "cheap red shoes online" will trigger, but "shoes red laces" won't.

This is the sweet spot for about 60% of your keywords, as it offers the perfect balance between volume and relevance. Since Google's 2021 update, phrase match has become more flexible and has inherited the best features of the old broad match modifier, making it now the standard choice for most campaigns.

Exact match: precision above all

With exact match [red shoes] you only match with queries that are virtually identical. Google allows minor variations like singular/plural and typos, but keeps it very strict.

This match type is perfect for proven converters, brand search terms, and bottom-funnel keywords, with about 20% of your mix consisting of exact match. While volume is lower, ROI is often 40-60% higher than broad match. Quality over quantity here.

Negative match: your secret weapon

By adding -free you prevent all searches with the word "free", protecting your budget and eliminating time-wasters. While most accounts have fewer than 100 negative keywords, professionals often work with more than 1000 excluded terms.

The tool that eliminates match type chaos

How the match type generator works

The process is surprisingly simple: enter your keywords (one per line), select the desired match types, receive perfectly formatted output, and copy directly to Google Ads. No more syntax errors and no manual work. What normally takes 30 minutes is now done in 30 seconds.

Frequently Asked Questions

  • Use negative keywords between campaigns:

    1. Exact campaign: no negatives

    2. Phrase campaign: exact keywords as negative

    3. Broad campaign: phrase and exact as negative The tool can generate these automatically.

  • Google's "close variants" have expanded. [red shoes] can match with "red shoe" or "reds shoes". Use negative keywords for unwanted variants. This has been normal since the 2018 update.

  • Since February 2021, phrase match is "smarter". It looks at intent, not literal words. "cheap red shoes" can match with "red shoes sale". Add more negatives for control.