Updated: Dec 7, 2020
I get asked this question a lot and the short answer is...
If you are using broad match, you're paying more than you should. And your Ads are not shown for the keywords that matter the most to you.
There are four keyword match types in Google Ads:
Broad match: the default one. It is the least restrictive and gives you the least amount of control.
Modified broad match: appear for variations of your keyword.
Phrase match: stick to queries that contain this particular phrase.
Exact match: the most restrictive that gives you the most control.
Is it better to use broad match phrase or exact match?
Truth is that there is no ultimate best match. Every single match type has its benefits depending on the situation.
Now, it is time to use the best match type to build your keyword list. for your search campaigns.
Google’s advice is to start with broad match and negatives.
In my opinion, you should stay away from broad match keywords Esp if you're new to Google ads. because your Ads will trigger wide & irrelevant search terms!