How do keywords work?

Keywords: Types & How they work

Keywords tell Google when to show your ads—by matching user searches to your chosen terms. Picking the right keywords and match types ensures you reach the right audience.

Match Types

• Broad Match: shows ads for searches containing your term plus related variations.
• Phrase Match: shows ads when the exact phrase appears (and close variants).
• Exact Match: shows ads only for the exact keyword (and very close variants).

Negative Keywords

• Prevent ads from showing on unwanted searches (e.g. “free,” “jobs”).
• Add under “Negative Keywords” to keep your budget focused on high-value clicks.

Best Practices

• 5–20 related keywords per ad group.
• Start broad, then tighten with phrase and exact.
• Use long-tail phrases (3+ words) to capture higher intent.
• Refine weekly