Keyword match types affect which search queries your ads show for in Google. Here’s what you need to know for your PPC and SEO campaigns:What Are Keyword Match Types in Google Ads? In Google Ads, the keyword match type determines the scope of search queries that could trigger your ads. This means the different types of keywords in Google Ads are broad match keywords, phrase match keywords, exact match keywords, broad match negative keywords, phrase match negative keywords, and exact match negative keywords. Keyword Match Types for Negative KeywordsYou can use the same keyword categories (broad match, phrase match, and exact match) when adding negative keywords to your Google Ads campaign.