To discuss and provide feedback on our products, join the official Google Ads Discord channel in the Google Advertising and Measurement Community server.

SearchTermMatchType

AI-generated Key Takeaways

This page outlines the possible match types for keywords that can trigger an ad, including close variants.
Key match types include Broad, Exact, Phrase, Near Exact, Near Phrase, AI Max, and Performance Max.
UNSPECIFIED and UNKNOWN are enum values representing unassigned or unknown types.

Possible match types for a keyword triggering an ad, including variants.

Enums
`UNSPECIFIED`	Not specified.
`UNKNOWN`	Used for return value only. Represents value unknown in this version.
`BROAD`	Broad match.
`EXACT`	Exact match.
`PHRASE`	Phrase match.
`NEAR_EXACT`	Exact match (close variant).
`NEAR_PHRASE`	Phrase match (close variant).
`AI_MAX`	Match type for AI Max Search.
`PERFORMANCE_MAX`	Match type for Performance Max campaigns.

Except as otherwise noted, the content of this page is licensed under the Creative Commons Attribution 4.0 License, and code samples are licensed under the Apache 2.0 License. For details, see the Google Developers Site Policies. Java is a registered trademark of Oracle and/or its affiliates.

Last updated 2025-08-07 UTC.