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Feb , 18 · Match Type Options There are 4 different keyword match types with Google Ads that you need to know Broad match (never use this unless you're targeting the display network, we'll explain) Broad match modifier "Phrase match" Exact match Below is an image of how each match type worksAlso very antiSKAG I'm in favor of grouping keywords in ad groups with a singular theme, and that includes the same keyword with multiple match types With automation, Google should put the more restrictive match types first, or with manual bidding, I stack my bids based on length of keyword and/or morerestrictive match typesKeywords are broad match by default Aside from broad match, the other primary match types are phrase match and exact match To change broad match to phrase, simply place quotations around the keyword So, the keyword London portrait photographer becomes "London portrait photographer" Phrase match tells Google Ads or Bing Ads that adverts Do These 3