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Digital Marketing
Keyword match types control which searches can trigger a Google ad: broad match, phrase match, or exact match, from widest to tightest.
Broad match reaches related searches and relies on Google's understanding of intent. Phrase match requires the meaning of the phrase. Exact match is closest to the keyword itself.
Broad match works best with Smart Bidding and strong conversion data. Tighter types give more control while a campaign is new.
Example
The exact-match keyword [seo agency islamabad] shows for that search and close variants, while broad match might also show for "marketing firms in Islamabad".
Why it matters
Match types decide how much budget reaches relevant searches versus wasted ones.
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