Match Type Strategy
Pick broad, phrase, or exact for each keyword — and know the risks before you launch
What This Prompt Does
Match types are the throttle on your spend. This prompt examines each keyword and recommends broad, phrase, or exact, explains why, and flags the specific risks to watch — so you know which keywords need tight control and which can safely cast a wider net.
When to Use It
- •Launching a new campaign and deciding default match types
- •Google auto-applied broad match and your spend ballooned
- •A small budget needs tighter targeting to survive
- •A proven keyword should graduate to exact match with its own ad group
The Prompt Template
Act as a paid search specialist. Your goal is to recommend the right keyword match type strategy so the business can control spend while still capturing useful search traffic. Context: - Business type: [BUSINESS TYPE] - Keyword list: [PASTE KEYWORDS] - Campaign goal: [GOAL] - Budget level: [SMALL, MEDIUM, LARGE] Task: For each keyword or keyword group, recommend: 1. the best match type 2. why that match type makes sense 3. any risks to watch for Use these match types: - broad - phrase - exact Process: 1. Review each keyword. 2. Estimate how much control is needed. 3. Recommend the safest useful match type. 4. Note when tighter control is needed because the keyword is expensive or ambiguous. Constraints: - Be conservative with spend when intent is unclear. - Use plain English. - Do not recommend broad match blindly. - Keep explanations short. - Favor recommendations that reduce wasted spend and improve conversion quality, not just click volume. Output format: Return a table with these columns: - Keyword - Recommended Match Type - Why - Risk
How the Prompt Is Structured
Budget Level Drives the Default
Small budgets need tight control (phrase or exact); larger budgets can absorb broader matching to find expansion opportunities. Naming the budget level steers the recommendation correctly.
"Safest Useful Match Type"
The Process phrase pushes the AI toward the tightest setting that still delivers useful traffic. It beats "best match type" which the model often interprets as broadest reach.
"Do Not Recommend Broad Match Blindly"
Broad match is Google's preferred default because it spends more money. This constraint counterbalances that pressure and ensures the AI treats broad as the exception, not the rule.
The Risk Column
Every match type has downsides. Naming them up front lets you decide which risk you can manage (and which you can't), and what to monitor after launch.
Example Output
| Keyword | Match Type | Why | Risk |
|---|---|---|---|
| emergency plumber bozeman | exact | Strong intent, control cost-per-click. | Limits reach if close variants aren't covered elsewhere. |
| plumber near me | phrase | Short head term needs some flexibility; phrase holds word order. | May trigger on generic "plumber" queries — monitor search terms weekly. |
| 24 hour plumber | phrase | Intent is clear but phrasing varies ("24/7 plumber," "around the clock"). | May match on unrelated 24-hour services — add DIY/jobs/free negatives. |
Tips for Better Results
Start Tighter Than You Think
Exact and phrase on launch day. Loosen up later when you have data showing it's safe.
Pair Broad With Smart Bidding — Carefully
Broad match only works reasonably when paired with a well-fed smart-bidding strategy. Without conversion data, keep broad off entirely.
Run Search Term Reviews Weekly
Match type recommendations assume you'll watch the search term report. Without that habit, phrase and broad turn into waste fast.
Graduate Winners to Exact
When a search term inside a phrase-match keyword converts repeatedly, add it as its own exact-match keyword with a dedicated ad group.
Control Your Spend Without Starving Your Ads
We help you pick the match-type mix that protects budget and still finds new winners.