Keyword match types control how closely a user’s search query needs to match your keywords to trigger your ad, influencing reach and relevance. As of early 2026, Google Ads and Microsoft Advertising’s systems increasingly leverage AI to interpret search intent, making precise match type selection more nuanced than ever before.
- Broad Match Modifier (+keyword): Offers expanded reach while maintaining some control; the + symbol ensures the keyword (or close variations) *must* be present in the search.
- Phrase Match (“keyword”): Triggers ads for searches that include the exact phrase, or close variations of it, with additional words before or after.
- Exact Match ([keyword]): The most restrictive, showing ads only for searches that are the exact keyword, or very close variants with the same meaning – now features improved close variant matching based on semantic understanding.
- Automated Bidding Strategies: Current systems include ‘Performance Max’ campaigns which utilise AI to optimise match types dynamically, based on conversion goals.
In 2026, Australian businesses need to be particularly mindful of long-tail keywords reflecting colloquialisms and regional variations. For example, a Sydney-based plumber might target “blocked drain Sydney”, while a Melbourne business would focus on “blocked drain Melbourne”. Furthermore, compliance with Australian Consumer Law requires ad copy to accurately reflect services offered, meaning keyword relevance is paramount to avoid misleading customers.
Instead of navigating these technical complexities and constantly optimising match types yourself, let ROI.com.au handle it. We can take care of all this for you. Contact our team today to discuss a tailored search marketing strategy for your business.
