Match Type Distribution

What AdGradr checks

AdGradr scans your keyword portfolio and evaluates match type distribution against your bidding strategy. Three conditions trigger findings:

• Broad match paired with manual bidding on any campaign. This is the most significant flag. Broad match relies on Smart Bidding signals to constrain query expansion. Without those signals, you are letting Google cast a wide net with no algorithmic guardrails.
• Over 90% exact match with fewer than 20 keywords. This usually means the account is running a very narrow keyword set and missing viable search volume.
• No broad match at all when spend exceeds $1K/month. A minor flag. In 2026, broad match with Smart Bidding and proper negatives consistently outperforms phrase match on reach and CPA for most verticals.

Why this matters

Match types control how much query territory your keywords cover. The correct distribution depends entirely on your bidding model. Broad match with Smart Bidding lets Google’s real-time auction signals (device, location, time, audience lists) constrain which queries trigger your ads. Broad match with manual CPC gives Google the same query expansion but removes the bidding intelligence that makes it work.

Accounts that over-index on exact match leave money on the table. Accounts that run broad match without Smart Bidding burn it.

What good looks like

For accounts spending $1K+/month in 2026:

• Primary driver: Broad match keywords running on Smart Bidding (Target CPA, Target ROAS, or Maximize Conversions with a target).
• Supplemental layer: Exact match for high-value, high-intent terms where you want guaranteed coverage.
• Negative keyword lists actively maintained to contain broad match query expansion.
• Search terms report reviewed at least monthly to catch irrelevant queries early.

There is no single “right” ratio. A healthy account typically runs 40-60% broad, 20-40% exact, with phrase match filling gaps. The key constraint is that broad match and Smart Bidding travel together.

Common mistakes

1. Running broad match on manual CPC. This is the most expensive mistake on this check. Broad match will trigger on loosely related queries, and manual bids cannot adjust per-auction to compensate.
2. All exact match, small keyword set. Accounts with 10-15 exact match keywords often miss 50-70% of relevant search volume. Google does not show you what you are not bidding on.
3. Avoiding broad match entirely on mature accounts. Phrase match used to be the safe middle ground. Google has narrowed the gap between phrase and broad to the point where phrase match provides limited incremental control over broad.

How to fix it

1. If flagged for broad + manual bidding: Switch the campaign to a Smart Bidding strategy (Target CPA or Maximize Conversions with a target) before keeping broad match keywords active. If you cannot switch bidding, move those keywords to phrase or exact match.
2. If flagged for over-indexing on exact match: Use the search terms report and keyword planner to identify high-volume queries you are missing. Add them as broad match keywords in a Smart Bidding campaign.
3. If flagged for no broad match: Start a controlled test. Duplicate your top-performing ad group, convert keywords to broad match, set a Smart Bidding target, and run for 2-4 weeks. Compare CPA and conversion volume.

When to ignore this check

• Brand campaigns using manual CPC are excluded from the broad + manual flag. Manual bidding on brand is correct because Smart Bidding overpays for brand clicks.
• Accounts spending under $1K/month are not penalized for skipping broad match. Limited budgets may not support the learning volume broad match needs.
• Highly regulated industries (legal, healthcare) where query expansion carries compliance risk may legitimately avoid broad match.

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Want someone to handle this? The Click Makers team manages Google Ads accounts for companies spending $10K+/month. Get in touch to see if we are a fit.