In Google Ads, keywords are words or phrases that are used to match ads with the terms people use when they search. Keyword matching gives you control which searches your keywords and ads will match by using three match types. These match types determine how related a search can be to each keyword. Learn more About keyword matching options.
Understanding how keyword matching works for customer queries can help you reach more people interested in your business and eliminate the need for exhaustive keyword lists. Google Ads has evolved keyword matching based on syntax, matching the specific words with the meaning conveyed by the search.
For example, if you have the keyword furniture store, people searching for “furniture store near me” or “local furniture stores” are likely interested in your business even though they aren’t using the exact words found in your keyword. When using broad match, the system also looks at additional signals in your account to match more relevant traffic, including landing pages, keywords in your ad group, previous searches, and more.
