Google Ads Keywords: Match Types, Negatives, and Strategy

Keywords are the foundation of every Google Ads Search campaign. They determine when your ads show, to whom, and for which queries. Bad keyword choices = wasted budget. Good keyword choices = qualified clicks at lower cost.

This guide covers everything you need to know: match types, negative keywords, search terms report, and a methodology for building a profitable keyword strategy.

Match Types: The Most Important Lever

Google Ads offers three match types that control how precisely your keywords trigger your ads. Understanding the difference between the three is probably the most profitable knowledge in Google Ads.

Broad Match

Syntax: the keyword as-is, no symbol. Example: running shoes

Behavior: Google shows your ad for any search the algorithm considers related to your keyword. This includes synonyms, variations, related themes, and sometimes very distant searches.

Example: with the keyword running shoes, your ad can appear for:

• "buy trail running sneakers" (relevant)
• "cheap sports shoes" (somewhat relevant)
• "beginner running outfit" (barely relevant)
• "hiking boots mountain" (not relevant)

When to use it: only with an automated bidding strategy (Target CPA or Target ROAS) and sufficient conversion volume. The algorithm needs data to learn which broad queries convert.

The trap: in broad match without controls, 30-50% of your budget can go to irrelevant searches. It's the number one source of waste we find in audits.

Phrase Match

Syntax: the keyword in quotes. Example: "running shoes"

Behavior: Google shows your ad for searches that contain the meaning of your keyword. The order and exact words may vary, but the intent must match.

Example: with the keyword "running shoes", your ad can appear for:

• "women's running shoes" (yes — same intent, additional word)
• "buy running shoes" (yes — same meaning, extra words)
• "best shoes for running" (yes — same intent rephrased)
• "hiking shoes" (no — different intent)

When to use it: it's the most versatile match type. It offers a good balance between volume and relevance. It's our default choice for most campaigns.

Exact Match

Syntax: the keyword in brackets. Example: [running shoes]

Behavior: Google shows your ad only for searches that have the same meaning as your keyword. Close variants are included (plural, typos, minor rephrasing), but the intent must be identical.

Example: with the keyword [running shoes], your ad can appear for:

• "shoes for running" (yes — close variant)
• "running shoe" (yes — singular/plural)
• "shoes to run in" (yes — same-intent rephrasing)
• "women's running shoes size 8" (no — more specific intent)

When to use it: for your highest-value keywords where you want maximum control. Ideal for brand keywords, high purchase-intent terms, and limited budgets.

Which Type to Choose: Our Approach

We use a three-tier strategy:

1. Exact match for brand keywords and highest purchase-intent terms. Maximum control, optimal CPC.
2. Phrase match for the bulk of the campaign. Good volume/relevance balance.
3. Broad match only when the account has enough conversion data and uses an automated bidding strategy.

The transition from phrase match to broad match happens gradually, campaign by campaign, while monitoring the search terms report.

Negative Keywords: Your Best Defense

A negative keyword prevents your ad from showing for a search containing that term. It's the most underused tool in Google Ads — and the most profitable.

Why Negatives Are Essential

Without negative keywords, your ad for "digital marketing agency" can show for:

• "digital marketing agency internship" (job seeker, not a client)
• "free digital marketing agency" (not your target)
• "digital marketing training" (not your service)
• "digital marketing salary" (not your service)

Every irrelevant click costs you money and sends a negative signal to the algorithm. An account without negatives wastes 15-30% of its budget on average.

Categories of Negatives to Set Up Systematically

"Job" negatives: internship, job, hiring, salary, job description, job opening, resume, career

"Free/DIY" negatives: free, tutorial, how to, training, course, learn, template, sample

"Pure information" negatives: what is, definition, wikipedia, meaning, difference between

Industry-specific negatives: terms specific to your industry that attract irrelevant traffic. A lawyer would exclude "criminal code," "employee labor law," "free."

Application Levels

Negative keywords apply at three levels:

• Account level: universal exclusions (job, free, etc.). Apply to all campaigns.
• Campaign level: campaign-specific exclusions. Example: excluding terms from another campaign to prevent cannibalization.
• Ad group level: granular exclusions to route traffic to the right ad group.

Best practice: create shared negative keyword lists. A "jobs" list, a "free/DIY" list, an "industry" list. Apply them to all campaigns. Add specific negatives at the campaign/group level as needed.

The Search Terms Report

The search terms report shows the actual queries users typed before clicking your ad. It's the difference between what you're targeting (keywords) and what's actually triggering your ads (search terms).

How to Access It

1. In Google Ads, go to "Keywords" > "Search terms"
2. Select the analysis period
3. Sort by cost descending to see where your budget is going

How to Analyze It

Recommended frequency: at least once per week for active accounts.

What to look for:

1. Irrelevant terms with high spend — add them as negative keywords immediately
2. Relevant terms with high volume — add them as dedicated keywords (in exact or phrase match) for better bid control
3. Terms revealing new intent — a recurring query you hadn't anticipated may signal a market need

The Report's Limitation

Since 2020, Google no longer shows all search terms. Only terms with "significant" volume appear. In practice, 20-40% of clicks come from terms not visible in the report.

This is another reason to be rigorous with negative keywords: you can't see all problematic terms, so prevention is essential.

Methodology: Building a Keyword Strategy

Step 1: Map the Intents

Before searching for keywords, list the search intents of your potential customers. For each product/service, identify:

• Informational intent: "what is [service]," "how to [problem]"
• Comparison intent: "best [service]," "[service A] vs [service B]"
• Purchase intent: "[service] pricing," "quote [service]," "[service] near me"

Step 2: Research with Keyword Planner

Use the Keyword Planner for each identified intent. Export relevant keywords with their volumes and CPCs.

Step 3: Group by Intent

Each ad group should correspond to a single intent. One group = one intent = dedicated ads = a dedicated landing page.

Grouping example:

• "Pricing" group: [service pricing], [service rates], [service cost], [how much does service cost]
• "Reviews" group: [service reviews], [best service], [service recommendation]
• "Quote" group: [service quote], [free service quote], [request service quote]

Step 4: Assign Match Types

Apply the three-tier strategy:

• Exact match for highest purchase-intent keywords
• Phrase match for main volume
• Broad match only with automated bidding and sufficient data

Step 5: Prepare Negative Keywords

Before even launching the campaign, add your universal negative lists (jobs, free, DIY). Complete with industry-specific negatives.

Step 6: Optimize Continuously

Keywords aren't a one-time setup. It's an ongoing process:

• Weekly: analyze the search terms report, add negatives
• Bi-weekly: review keyword performance, pause underperformers
• Monthly: research new keywords, test new intents
• Quarterly: review the complete structure, reorganize if needed

Common Mistakes

Too many keywords per ad group. Beyond 15-20 keywords, the group is too broad. The ad can't be relevant to every keyword. Segment further.

Not enough negative keywords. A healthy account has at least 100-200 negative keywords. If yours has fewer than 50, that's a red flag.

Everything in broad match. Broad match without an automated bidding strategy and without negative keywords is giving Google carte blanche to spend your budget. Start with phrase match.

Ignoring brand keywords. Your competitors can bid on your brand name. If you don't have a brand campaign, you risk losing clicks you'd have gotten for free through SEO.

Going Further

Keyword strategy is a central element of Google Ads management. To discover the tools that help you execute it, check out our guide on Google Ads tools.

For keyword research, the Keyword Planner is your starting point. For bulk keyword changes, use Google Ads Editor.

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