Which match type provides the highest precision?

• A. Broad match
• B. Phrase match
• C. Exact match
• D. Negative match

Answer: (C)

Matching precision comes from how strictly a search term must align with your keyword. Exact match provides the highest precision because ads only trigger when the search exactly matches the keyword or very close variants, giving you the most control over when your ads appear and reducing irrelevant impressions. Broad match, on the other hand, triggers for searches that include any of the terms or related concepts, increasing reach but lowering precision. Phrase match sits in between, requiring the exact phrase to appear in order with possible surrounding words. Negative match isn’t about triggering on a query at all; it excludes certain searches, which helps refine who sees your ads but doesn’t determine how precisely a match is based on the search term itself.