Match typesWhat Exact, Phrase and Broad mean
A match type determines how close a search query has to be to your keyword before your ad is allowed to appear. There are three:
- Exact: your ad appears for exactly the term you chose and for very close variants (such as a plural or a small rephrasing). The most control, the least reach.
- Phrase: your ad appears when your words occur in that order within a longer search query.
- Broad: the widest reach and the least control; your ad may also appear for related search queries that do not literally contain your words.
ChoiceWhich match types AdBuilder creates
For each generated base keyword, AdBuilder creates an Exact and a Phrase variant. Broad is only added for the first keywords per ad group; how many depends on how aggressively you set the keywords (conservative, moderate or aggressive).
If you do not have conversion tracking yet, AdBuilder can switch to an Exact-only approach, so your budget does not leak to broad, untargeted search queries.
VolumeBuilt on real search data
For your keywords, AdBuilder pulls numbers from the Google Keyword Planner: average monthly volume, competition and bid indications, plus a forecast of clicks, impressions and cost. That way you build on real search data instead of on gut feeling.
Smart insertionDynamic keyword insertion
Every ad contains at least one headline with dynamic keyword insertion ({KeyWord:Default text}). This makes the headline automatically match the user’s exact search query, with a clean fallback text if the query is too long.