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.
Why this matters
This term matters because it affects how you interpret performance and make budget decisions. If you use inconsistent definitions or windows, ROAS/CPA can look "better" while profit gets worse.
Practical checklist
- Write a 1-line definition for "Match Type" that your team will use consistently.
- Keep the time window consistent (weekly/monthly/quarterly) when comparing trends.
- Segment results (channel/plan/cohort) before drawing big conclusions from blended averages.
- Sanity-check with a related calculator from the same category on MetricKit.
- Read the related guide (e.g., Paid ads bidding & budgeting hub: max CPC, target CPA, and break-even targets) for context and common pitfalls.
Where to use this on MetricKit
Calculators
- Target ROAS Calculator: Estimate a target ROAS to cover variable costs plus a desired margin buffer.
- Paid Ads Funnel Calculator: Model CPM -> CTR -> CVR to estimate CPC, CPA, ROAS, and profit per 1,000 impressions (with margin and variable costs).
- ROI Calculator: Calculate Return on Investment (ROI) for a campaign or project.
- Incrementality Lift Calculator: Estimate incremental conversions, incremental ROAS, and incremental profit from a holdout test.
- Marginal ROAS Calculator: Estimate diminishing returns and find the profit-maximizing ad spend from a simple response curve.
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.