Level: Intermediate
Search advertising's match type settings directly determine how tightly your ad's triggering matches a user's actual search query, which meaningfully affects both cost and relevance.
Broad Match Reaches Further, at the Cost of Precision
This setting captures the widest range of related searches, but often includes queries only loosely relevant to your actual offer.
Phrase and Exact Match Trade Reach for Relevance
Tighter match types show your ad for a narrower, more precisely relevant set of queries, generally converting better despite lower volume.
Use Negative Keywords to Refine Broad Reach
Actively excluding irrelevant terms that broad match would otherwise capture helps control cost without fully sacrificing broad match's wider reach.
Next step: Use the Sales Letter Writer to make sure your ad copy closely mirrors the actual search intent behind your chosen match type and keywords, since a mismatch between query intent and ad message undermines even well-targeted keyword bidding.