Exact match targets specific queries. Broad match lets Google's AI find related queries. The modern 'Power Pair' strategy often combines Broad Match with Smart Bidding.
Low. Matches synonyms, related concepts, and loose intent.
High. Matches the specific meaning of your keyword.
High. Finds new search terms you didn't know existed.
Low. Limited to what you explicitly guess.
Standard. Competes in more auctions, price varies.
Premium. Often higher CPC due to high expected relevance.
Scaling & Smart Bidding (Target CPA).
Brand terms & high-stakes budget control.
The old school way was 'Exact Match Only'. The new school way is Broad Match + Smart Bidding to maximize conversion volume, while using Exact Match for Brand protection and specific high-value terms.
