Exact match provides the narrowest reach, broad match captures the widest range of related searches, and phrase match lies between them. Google encourages the combination of broad match and Smart Bidding, but advertisers still need to review search term reports regularly to identify spending on low-quality traffic.
The trade-off between reach and relevance changes substantially by match type. Choose a combination suited to the campaign objective, whether broad brand exposure or tightly targeted conversions.
Broad match can provide extensive reach when paired with Smart Bidding, but new accounts with insufficient conversion data are particularly vulnerable to spending on irrelevant searches.
Google's automated bidding technology, using machine learning to analyze historical conversion data and hundreds of auction-time signals, including device, location, time and query context, to set a bid for each auction.
A report showing the queries users actually entered alongside the advertiser's keywords that triggered ads, used to assess the quality of broad and phrase matching.
Google's display advertising network, distributing image and video ads across millions of partner websites and apps, as well as inventory on YouTube and Gmail.
A search advertising format in which advertisers supply up to 15 headlines and four descriptions, and Google automatically selects combinations suited to the user's query and context.
Some websites are seeing sharp increases in site: operator queries in Search Console performance reports. Explore possible causes, measurement effects and diagnostic responses.
