Match type

The match type sets the reach of a keyword. Exact buys the narrowest set of searches, broad the widest, phrase sits between. The same words can buy very different traffic depending on it.

Negatives have their own match types too, and they do not include close variants, which is where many leaks start.

1. Open Keywords and add the Match type column.
2. Broad has no symbols, phrase uses quotes, exact uses square brackets.
3. Read the search terms report by match type to see what each bought.
4. Compare cost per conversion by match type for the same intent.

Electric bike as broad matches e-bike reviews and bike shops near me. "electric bike" in phrase matches cheap electric bike for commuting. [electric bike] in exact matches electric bikes and electric bicycle.

• Using broad match on manual bidding.
• Assuming exact means only the exact words.
• Running the same words on several match types without checking which pays.

The audit checks Oppy runs on this, each with its own page.

• One match type is paying more for the same intent
• The same keyword bought at two very different prices
• Broad match running with nothing to stop it

• Broad match: The widest keyword match type: ads can show on searches related to the keyword's meaning, even without its words.
• Phrase match: A keyword match type where ads show on searches that include the keyword's meaning, in the order that matters.
• Exact match: The narrowest keyword match type: ads show on searches with the same meaning as the keyword, including close variants.