Broad Match vs. Phrase Match: Which One Works Best in Google Ads?
When running Google Ads, choosing the right keyword match type is very important for success. Many advertisers get confused between broad match and phrase match because both can bring traffic, but they work in different ways. Broad Match gives your ads a wider reach and shows them for related searches, while Phrase Match offers more control and targets more specific queries. If you do not understand the difference, you may waste your budget on irrelevant clicks. In this article, we will explain broad match vs. phrase match in simple words so you can decide which one works best for your campaigns.
What Are Keyword Match Types?
Before comparing broad and phrase match, first understand what keyword match types are.
Keyword match types tell Google:
How closely a person’s search must match your keyword before showing your ad.
In simple words, match types control when your ad appears.
If you do not choose the right match type, your ad may show to the wrong people. That means wasted budget.
Google Ads has three main match types:
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Broad Match
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Phrase Match
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Exact Match
In this article, we focus on broad vs. phrase match.
What Is Broad Match?
Broad Match is the default keyword match type in Google Ads.
When you add a keyword without symbols, Google automatically uses Broad Match.
Example:
Keyword:
digital marketing course
With Broad Match, your ad can show for:
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online marketing classes
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SEO course
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social media training
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marketing certification
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internet marketing lessons
Even if the search does not contain your exact words, Google may still show your ad.
How Broad Match Works
Broad Match uses Google’s smart system (AI). It looks at:
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Similar meaning words
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Related topics
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User intent
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Synonyms
Google tries to understand what the user wants.
For example:
If someone searches:
“How to learn online marketing.”
Your ad for the “digital marketing course” may appear.
That is a broad match.
Advantages of Broad Match
Here are the benefits:
1. More Traffic
Broad match gives high impressions and clicks.
2. Finds New Keywords
It helps you discover new search terms you never thought about.
3. Good for New Campaigns
If you are just starting, broad match helps collect data.
4. Works Well with Smart Bidding
Google’s AI performs better when it has more data.
Disadvantages of Broad Match
Broad Match also has risks.
1. Less Control
Google decides when to show your ad.
2. Irrelevant Traffic
Your ad may show for searches not related to your business.
3. Budget Waste
You may pay for clicks that do not convert.
Example:
If you sell paid courses, your ad might show for:
free marketing course
That click is useless.
What Is Phrase Match?
Phrase Match gives more control than Broad Match.
To use Phrase Match, you put your keyword inside quotation marks.
Example:
“digital marketing course”
Now Google will show your ad when the search includes that phrase or has the same meaning.
How Phrase Match Works
Phrase Match keeps the meaning of the keyword the same.
Your ad may show for:
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best digital marketing course
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digital marketing course online
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affordable digital marketing course
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digital marketing course near me
But it may NOT show for:
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marketing classes for beginners
(if the meaning is too different)
Phrase Match focuses more on relevance.
Advantages of Phrase Match
1. Better Targeting
Your ad shows to more relevant users.
2. Higher Conversion Rate
Traffic is more qualified.
3. Less Budget Waste
Fewer irrelevant clicks.
4. Balanced Reach
Not too wide, not too narrow.
Disadvantages of Phrase Match
1. Lower Traffic
Compared to Broad Match.
2. Slower Keyword Discovery
You may miss some search opportunities.
Broad Match vs Phrase Match: Simple Comparison
Let’s compare them clearly.
| Feature | Broad Match | Phrase Match |
|---|---|---|
| Traffic | Very High | Medium |
| Control | Low | Medium |
| Relevance | Mixed | Higher |
| Budget Risk | High | Lower |
| Conversion Rate | Lower | Higher |
| Best For | Testing & Scaling | Targeted Campaigns |
Real-Life Example
Let’s say you sell running shoes.
Broad Match Keyword:
running shoes
Your ad may show for:
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sports shoes
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jogging sneakers
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marathon gear
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gym shoes
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athletic equipment
Some searches may not be related to buying.
Phrase Match Keyword:
“running shoes”
Your ad may show for:
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Buy running shoes
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best running shoes for men
-
running shoes near me
-
cheap running shoes
These users are clearly looking for running shoes.
So Phrase Match brings more targeted traffic.
Which One Brings More Sales?
Broad match brings more traffic.
Phrase match brings better traffic.
More traffic does not always mean more sales.
If your goal is conversions and profit, Phrase Match often performs better.
When Should You Use Broad Match?
Use Broad Match when:
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You are testing a new product
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You want to discover new keywords
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You have a large budget
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You use Smart Bidding
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You want fast growth
But always use negative keywords with broad match.
When Should You Use Phrase Match?
Use Phrase Match when:
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You want better control
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You want quality leads
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You want stable results
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You want better ROI
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You are optimizing campaigns
Phrase Match is safer for small budgets.
The Importance of Negative Keywords
Negative keywords stop your ads from showing for unwanted searches.
Example:
If you sell paid courses, add:
-
free
-
jobs
-
cheap
This prevents waste.
Negative keywords are very important when using Broad Match.
Best Strategy for Maximum Results
Instead of choosing only one, use both smartly.
Smart Strategy:
Step 1: Start with Phrase Match
Step 2: Add Broad Match for testing
Step 3: Check search terms weekly
Step 4: Add negative keywords
Step 5: Move high-performing keywords to phrase match.
This gives balance.
Common Mistakes to Avoid
❌ Using Only Broad Match Without Monitoring
This wastes money.
❌ Ignoring Search Term Reports
Always check what people actually search.
❌ Not Tracking Conversions
Without tracking, you cannot optimize.
❌ Mixing Everything Without Strategy
Always test properly.
Which One Is Better for Beginners?
For beginners, Phrase Match is better because:
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It gives more control
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It reduces waste
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It brings better-quality traffic
After gaining experience, you can test Broad Match.
Which One Is Better for Experts?
Experts often use both.
They:
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Use Broad Match with Smart Bidding
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Use Phrase Match for high-performing keywords
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Continuously optimize
How Google AI Changed Broad Match
In the past, broad match was risky.
Today, Google’s AI is smarter.
But it still needs:
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Good conversion tracking
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Smart bidding
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Strong negative keyword list
Without these, Broad Match can still waste money.
Conclusion
In conclusion, both Broad Match and Phrase Match play important roles in a successful Google Ads strategy. Broad Match helps you reach a larger audience and discover new keyword opportunities, while Phrase Match gives you better control and attracts more relevant traffic. The best choice depends on your goals, budget, and experience level. Instead of relying on only one match type, smart advertisers test both, monitor performance regularly, and use negative keywords to reduce wasted spending. By understanding how each match type works and applying it strategically, you can improve targeting, increase conversions, and achieve better results from your Google Ads campaigns.
