Expanding Your Ads Match Type

By using only exact phrase match you could limit the amount of people who see your ad. For example, when using exact match type with the keyword “dog house,” your ad will only appear when a customer searches on “dog house” or “in the dog house” (since “in” and “the” are noise words and, as a result, will not be considered as part of the keyword results) but not "dog's house" or “dog houses.” 

 

On the other hand, when you use phrase match type, with the keywords "red flower," your ad will appear with search queries on "big red flower," "red flower pots" and “red and flower gifts” (“and” is a noise word and as a result will not be considered as part of the keyword results), but not "yellow, red and blue flower," or “flower red." When you use broad match type, the least restrictive of these types, with the keywords “blue car,” your ad will appear when a customer searches on "blue convertible car," "car is red or blue" and “car blue”—but not "car," "blue" or "red car." 

    • For example, if you bid on the keyword "yoga," expanded broad match might match the ad to a search for Ashtanga, a form of yoga.

Here's another example: If someone searches for "Bill Gates," entity detection will recognize that Bill Gates is an entity and will not allow ads to phrase match because you bid on the keywords "Bill" or "Gates." 


Additional Resources