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Match Types Explained (and What Actually Triggers Ads)

Match types (beginner defaults)​

  • Exact: tight control
  • Phrase: controlled expansion
  • Broad: only after you have negatives and conversion data

Beginner rule​

Start with phrase + exact for non-brand.

What triggers your ad​

Your keyword is not the same as the query. The actual query appears in the search terms report.

Mini-lab​

Pick 5 high-intent queries from SEO data.

  • Write them as phrase keywords.
  • Write 5 negatives you would add immediately.

Next Step​

Continue to Negative Keywords System (Your New Technical SEO).