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The 5 Types of Keyword Matches on Google Ads for SEO

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  What most people don’t realize is that the keyword match types you select have a bearing on the results you achieve. For AdWords (now Google Ads) keywords, there are five different match types.  You need to know each type in detail so that you can make the right decision regarding which ones you want to add to your campaign. These are the five main keyword match types: Broad match  (max reach, min relevance) Modified Broad match  (slightly lower reach, greater relevance) Phrase match  (medium reach, medium relevance) Exact match  (min reach, max relevance) Negative match  (usually used to increase the relevance of the website visitors) Pro tip : what PPC specialists need to take into account is that Google keeps modifying the definitions of these match types, making every match type broader.  In 2019, exact and phrase match keywords include many more variations than just two years ago.  It doesn’t make sense anymore to include misspellings and typos as separate keywords: now they are