PPC keyword strategy: What are Phrase Match, Broad Match & Close Variants?

Understanding keyword match types in Google Ads is essential for controlling who sees your ads and how your paid search (PPC) budget is spent. With the platform evolving rapidly over the past few years, older guidance on match types can lead to wasted spend or missed opportunities.

In this guide, we’ll break down exact match, broad match, phrase match, broad match, and close variants, and explain how to integrate them effectively as part of your paid keyword strategy in 2025.

What is broad match in Google Ads?

Broad Match is the default keyword match type in Google Ads. It allows your ads to show for searches that are related to your keyword, even if the query doesn’t contain the exact words. For example, if your keyword is ‘running shoes’, your ads could appear for searches like ‘buy sneakers’ or ‘best jogging trainers’.

Broad Match can increase reach and bring in traffic you might otherwise miss, but it can also lead to irrelevant clicks if not monitored carefully. Using negative keywords is crucial to filter out unwanted traffic.

What is exact match in Google Ads?

Exact Match is the most restrictive keyword match type, allowing your ads to appear only when a user’s search query exactly matches your keyword or very close variants, such as plurals, misspellings, or reordered words with the same intent.

For example, if your keyword is [running shoes], your ad may appear for searches like running shoe or shoes for running, but not for broader or loosely related queries like best jogging sneakers.

Exact Match is ideal for high-intent, bottom-of-funnel searches, where you want to maximise conversions and control your ad spend. It ensures you’re targeting the most relevant audience with minimal wasted clicks, making it especially useful for campaigns focused on ROI.

How does phrase match work?

Phrase Match triggers your ads when a search includes the meaning of your keyword, even if extra words appear before or after. Recent updates make Phrase Match closer to a hybrid between exact and broad Match, relying on machine learning to understand intent.

For example, ‘running shoes’ may trigger ads for ‘best running shoes for women’ or ‘running shoes on sale’, but not ‘buy sneakers for kids’ unless the intent aligns. Phrase match is ideal when you want more control than broad match but still want to capture long-tail variations.

What are close variants?

Close variants show your ads for minor keyword variations, including spelling mistakes (‘raning shoes’), singular/plural forms (‘running shoe’), abbreviations (‘NYC running shoes’), and reordered words.

They ensure you don’t miss relevant traffic, but monitoring the search term report is important to catch irrelevant matches and refine campaigns.

Broad match vs phrase match: what’s best?

The right match type depends on campaign goals and budget. Broad Match works well for awareness campaigns and discovering new keywords, especially when paired with smart bidding. Phrase Match is better for middle-of-funnel campaigns where qualified traffic is important. Exact Match is most effective for high-intent searches to maximise conversions.

Many advertisers combine match types within a single campaign to capture different stages of the buyer journey, balancing reach, relevance, and cost.

How do match types affect CPC and budget?

Broad match often delivers lower Cost Per Click (CPC) due to high impressions but may include irrelevant clicks. Phrase match generally costs slightly more per click but drives higher-quality traffic, while close variants do not change CPC but affect volume, potentially increasing spend unexpectedly.

Monitoring the search terms report ensures your budget is focused on clicks that matter.

How has Google’s approach to match types changed?

Over the last 20 years, Google has shifted from rigid match definitions. Phrase match now incorporates intent signals, exact match includes close variants and plurals, and broad match performs best with smart bidding.

Advertisers must actively monitor keywords and adjust match types to capture relevant traffic efficiently, rather than relying solely on default settings.

How do I optimise my keywords with these match types?

Optimising your keywords isn’t just about choosing a match type – it’s about actively managing campaigns to balance reach, relevance, and cost. By reviewing performance regularly and refining your approach, you can ensure your ads are shown to the right audience while avoiding wasted spend. This involves monitoring search term reports, adjusting match types, and testing variations to identify what drives the best results.

To do this effectively:

• Review search term reports regularly to identify irrelevant queries and add negative keywords.
• Segment campaigns by match type for clearer budget control and better performance analysis.
• Use smart bidding to capture broad match traffic without overspending, leveraging automation to adjust bids based on intent and conversion likelihood.
• Test phrase and broad match variations to see which combination drives the highest-quality traffic and most conversions.
• Reserve exact match for high-intent keywords to secure maximum ROI, ensuring critical searches are covered precisely.

Final thoughts: Monitor, test, optimise

Modern Google Ads rely heavily on intent signals and machine learning, so campaigns must be monitored, tested, and optimised continually. Using the right match types, negative keywords, and performance analysis helps maximise reach while maintaining relevance, improving both traffic quality and return on investment.

Want to make sure your Google Ads campaigns target the right audience efficiently? Get in touch with our PPC experts at Click Consult today.