Explain, as simply as possible, the different keyword match types in Google Ads

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.