Broad Match

Broad match allows your ad to show for related searches.

Example:
Keyword: “digital marketing”
May show for:

• “online marketing agency”

Use carefully because:

• Can waste budget

Phrase Match

Ads show when search includes your phrase.

Example:
“SEO services”
→ “best SEO services UK”

Balanced approach:
More control than broad match.

Exact Match

Ads show only for exact or very close variations.

Example:
[SEO services UK]

Best for:

• High-intent keywords
• Better conversions