Here’s the breakdown of Google Ads keyword match types (with examples for [women’s shoes])
Broad Match: Great for reach, but expect some irrelevant clicks
Keyword: women’s shoes
Ad might show for searches like ladies’ footwear or best sneakers for women.
Phrase Match: Order matters, but flexibility allows for added words before or after
Keyword: women’s shoes
Ad might show for searches like buy women’s shoes online or affordable women’s shoes.
Exact Match: You control who sees your ads, but reach is limited
Keyword: [women’s shoes]
Ad might show for searches like women’s shoes or women shoes (close variant).
Negative Match: Cuts out junk traffic and saves budget
Negative Keyword: free
Ad won’t show for searches like free women’s shoes or free shoe giveaway.
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