Keyword Match Types for Google Ads in 2025

Very insightful, thanks for sharing guys. 🤩👍

I recently switched from broad back to phrase due to the quality of keyword intent/performance. Broad wasn't working for us and was just chewing through our budget.
Phrase match is returning far better quality conversions for our market segment.

Broadmatch - for kitchen renovations - is HORRIBLE for me right now. 1066 negative KW added so far... BURNING cash for nothing.

Two legends in one podcast!

2 Gems 💎💎

It was a great conversation, thanks for having me on your channel 🙏

What type of match are you using for negative keywords?
We may have one word, negative keywords or we use exact match negative keyword phrases
Thank you, Patty

Im almost 40 y.o. guy and decided to switch my carrer from active sales to ppc. Am I crazy?

Hi Aaron and Darren...great to see you collaborate. I got a client in the education space marketting a niche program for law students. They literally don't have any competitors. They are in b2c. Which keyword match type should I use. Their target audience is hsc students and parents

"Wow, I'm really curious about how keyword match types have evolved over the years and what new strategies are recommended for 2025. It's fascinating to see how Google Ads continues to adapt and change. I'm especially interested in how these new match types could impact ad performance and targeting. Can't wait to see what tips and insights you share in this video!"

heey, dudes. glad you've eventually talked!

Hi! Could you make a video showing how to set up Google Ads for an affiliate site – including all the settings and steps?

I guess some sectors must work well with Broads, but I find they just bring LOTS of crap that either doesn't convert, or converts when it's nothing to do with what we are advertising. Phrased is still working well in my opinion, and Exacts, well, they still work too. However, Google I believe are forcing us to use broad so that we get the impressions and clicks, and ultimately more money for Google.

I have a client that has a lot of historic data for phrase match. When I implement broad match we seem to get a large increase in spam leads.

Hi! What you think about use all three tipes of keyword in the same campaign.?For example: good lawyer, "good lowyer" and [good lawyer].

This is insane I watch both of your videos seperately and now you're both here together! Amazing 🎉🎉

DARREN IS THE GOAT.

Good stuff guys.

Great video! Using broad match type will bring a lot of junk. Do we need to follow the search terms and negate them? Or stick with just broad match?

The problem is that every time I test a long tail broad keyword, I get hit with 🛑 Low Search Volume✋ and no impressions. I've expanded the location targeting as much as I can, over half a million people (in or regularly in), and the match types are broad, so it should very openly interpret the meaning of the keyword. What do I do about this? I mean, I can change the keyword to something less specific and get impressions, but then it isn't really "long-tail" or "smart" anymore, rather just a broader phrase match. I'm only stringing like 3 or 4 words together in my broad long-tails, like.. I'm not being silly or anything. The logic just does not seem to apply, is this Google update to the match types from months ago now not applied globally?

Twitchy avatar garbage.

I've been waiting for this discussion for such a long time—perfect and timely topic, thanks a ton! I have a question: if I'm working with a client who historically has low conversion (leads) numbers, and the exact match is delivering almost no traffic, what would you suggest? We all know that pairing maximize clicks with broad match isn't ideal. So, in a situation without historical conversion data, should I just use broad match with a maximize conversions strategy and wait to see the outcome, or is it better to lean towards more exact or phrase match combined with a maximize clicks approach? Would love to hear your thoughts!

I am fed up with google ad reps... one will tell me one thing and to switch things one direction, all for the net rep to have me change things back to where they were set before (if that makes sense). We are investing the majority of our marketing budget on Google ads, and have for as long as google was available but my gosh the ROI is just not what we are desiring for the spend. Last week I had 40 min online w another google rep, I changed all my key words to phrase match, now I've stumbled on this video (I'm subscribed and follow)... I will finish the video but even now think I should be switching to exact match.. This part of the marketing is not as easy as ppl think imo as it is continually changing. ~Christine, AL Marketing Lead

Appreciate the non-fluff straightforward approach. Was a great review for me. Thank you!

Everything is clear. Brief and clear. No water. Thank you)

Appreciate the non-fluff straightforward approach. Was a great review for me. Thank you!

Really clever explanation and no unnecessary verbiage! Respect! + subscription

Appreciate the non-fluff straightforward approach. Was a great review for me. Thank you!

Appreciate the non-fluff straightforward approach. Was a great review for me. Thank you!

A good lecture that will benefit all who have followed this excellent explanation.

Thank you for creating the video - likes Unequivocally !!!!

Crisp, smart way of explaining, necessary and sufficient information. That was helpful. Thank you.

Finally a clear breakdown of match types that reflects how Google actually behaves in 2025.

Great breakdown of match types! As a tracking & media buying expert, I’d say: even perfect keywords won’t perform without proper tracking. Accurate signals, clean data, and attribution setup are key to real ROI in 2025.

No water, fast! Way to go.