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Digital Marketing & SEO vocabulary · Paid Search and Advertising

Match type

Meaning in digital marketing & SEO, with examples

nounAdvanced term

In digital marketing & SEO, match type means: A keyword setting in paid search that controls how closely a search must match the keyword for an ad to show: broad, phrase or exact match.

In Turkish: eşleme türü

How it is used

A daily topic for PPC specialists. You choose, change or test match types; broad match reaches the most searches, while exact match gives the most control. In Google Ads, exact match keywords are written in square brackets and phrase match keywords in quotation marks.

Example sentences

  1. Which match type should we use for the brand keywords?

  2. We changed the match type to exact, and wasted clicks dropped sharply.

Common collocations

  • broad match
  • phrase match
  • exact match
  • keyword match type
  • keywordA word or phrase that people type into a search engine, and that marketers choose to target with their pages or ads.
  • negative keywordA word or phrase added to a paid search campaign so that the ads do not show for searches that contain it.
  • PPCShort for pay-per-click: an advertising model in which the advertiser pays each time someone clicks an ad, not when the ad is shown.
  • bidThe maximum amount an advertiser is willing to pay for a click, view or other result in an ad auction; the same word is also used as a verb.

More terms: Paid Search and Advertising

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