Fazley RabbiA keyword in Google Ads is not the exact text a person must type. Its match type tells Google how loosely it may connect your keyword to real searches. Broad match can show your ad for searches related to the keyword. Phrase match shows it for searches that include the meaning of your phrase. Exact match shows it for searches with the same meaning as the keyword. Negative keywords do the opposite: they stop your ad from showing for searches you don't want. Getting these right is often the difference between paying for buyers and paying for curiosity.
Matching is about meaning, not just words
Many people assume Google only shows an ad when the search contains their keyword word for word. It doesn't. Google matches meaning and close variants, such as misspellings, singular and plural forms, and different word orders. That helps in Bangladesh, where one need is typed in many ways: "ac service", "AC servicing Dhaka", the same words in Bangla script, or a Banglish mix. It also means your ad can appear for searches you never imagined.
The three match types
Broad match
Written plainly: ac repair. Google may show the ad for searches it considers related, including ones that don't contain your words at all. Broad match reaches the most people and works best alongside automated bidding and reliable conversion tracking, because the system needs results to learn which searches are worth paying for. On a small budget without tracking, it can drift a long way from what you sell.
Phrase match
Written in quotation marks: "ac repair". The ad can show when the search includes the meaning of your phrase, with other words before or after it. It is a middle ground: more reach than exact, more control than broad.
Exact match
Written in square brackets: [ac repair]. The ad shows for searches with the same meaning as your keyword. Reach is smaller, intent is usually clearest, and costs are easier to predict.
How it might play out
Here is a simplified illustration for a hypothetical AC repair business. Google's systems make the real decisions, and they change over time.
| Search someone types | Broad: ac repair | Phrase: "ac repair" | Exact: [ac repair] |
|---|---|---|---|
| ac repair | yes | yes | yes |
| ac repair service in mirpur | yes | yes | usually not |
| air conditioner repair | yes | possibly | possibly |
| ac repair training course | yes | yes | no |
| ac price | possibly | no | no |
Look at the fourth row. Someone who wants to learn AC repair is not a customer, yet broad and phrase match can both reach them. That is what negative keywords are for.
Negative keywords: the other half of the job
A negative keyword tells Google not to show your ad for searches containing that term. For a local service business, typical negatives might include training, course, job, salary, free, pdf or second hand, plus their Bangla and Banglish equivalents, depending on what you sell.
Points to know:
- Negatives have their own match types, and they behave a little differently from normal keywords. In particular, they generally don't extend to close variants, so you may need to add plurals and alternative spellings yourself. Google's help pages explain the details.
- You can keep a shared list of negatives and apply it to several campaigns.
- Be careful not to block real customers. A wholesaler who adds "retail" as a negative may be right; a shop that adds "cheap" might be shutting out many genuine buyers.
The best source of negatives is the search terms report, which shows what people actually typed before clicking your ad.
Bangla, English and Banglish
If your customers search in more than one way, cover each one. Group keywords by language in separate ad groups so the ad text matches the search: someone searching in Bangla should see an ad in Bangla. Research the phrases people really use instead of guessing; see Bangla keyword research.
A weekly routine
- Open the search terms report for the past week.
- Add irrelevant searches as negatives.
- Turn good, converting searches into their own phrase or exact keywords.
- Check that no negative is blocking searches that used to bring customers.
- Note what you changed, so you can judge it next week.
For the bigger picture of where Search fits among other campaigns, read Google Ads campaign types explained. Local service businesses can also follow this guide to Search ads that reach ready buyers. If you'd rather run this routine with someone, see my social media and ads management service.