Definition
Match type controls how closely a search query must match your keyword in paid search. It affects reach, intent, and cost.
Example
Exact match controls intent tightly, while broad match expands reach at the cost of relevance.
How to use it
- Broader match increases volume but may reduce intent; use negatives to control quality.
- Evaluate match types using downstream metrics (CPA, profit), not CTR alone.
- Segment reporting by match type to see where quality drops.
Common mistakes
- Using broad match without a negative keyword strategy.
- Comparing match types without normalizing for intent or volume.
Measured as
Measure Match Type with a fixed attribution window, conversion event, and spend basis before comparing campaigns or creative tests.
Misused when
- Using broad match without a negative keyword strategy.
- Comparing match types without normalizing for intent or volume.
Operator takeaway
- Broader match increases volume but may reduce intent; use negatives to control quality.
- Evaluate match types using downstream metrics (CPA, profit), not CTR alone.
- Segment reporting by match type to see where quality drops.
- Use Match Type only inside a stable attribution rule, conversion definition, and time window so campaign comparisons stay honest.
- If performance changes, check whether the metric moved for a real business reason or because the measurement setup changed underneath you.
Next decision
- Read Paid ads bidding & budgeting hub: max CPC, target CPA, and break-even targets if the decision depends on interpretation, policy, or trade-offs beyond the raw formula.
- Decide which report owns Match Type before comparing campaigns, channels, or creative tests.
Where to use this on MetricKit
Guides
- Paid ads bidding & budgeting hub: max CPC, target CPA, and break-even targets: A practical hub for bidding and budgeting: compute max CPC from CVR and margin, set target CPA using LTV, and use break-even CTR/CVR/CPM targets to guide creative and landing optimizations.