Match types control how closely a user’s search query must match your keyword for your ad to show. Broad Match shows your ad for a wide range of related searches (highest reach, least control), Phrase Match shows ads for searches that include the meaning of your keyword phrase, and Exact Match shows ads only for searches very closely matching your exact keyword (most control, lowest reach). This lesson covers when to use each match type — typically starting with Phrase or Exact for tighter control and expanding to Broad Match once you have enough data.