Yahoo! JAPAN Ads

Yahoo! JAPAN Ads Help

Match Types

Match types determine what search keywords entered by internet users take in relation to added keywords to display corresponding ads. You can use the following match types.

Exact Match

Ads are displayed when your keyword and the user's search (the phrase entered by an internet user during search) are in exact match case, including spacing and word order.
Learn more about exact match on What is Exact Match

Phrase Match

Ads will be displayed when the search keyword contains a phrase that matches the registered keyword.
Learn more about Phrase Match on What is Phrase Match

Broad Match

Ads are displayed for search keywords that are synonymous with or related to a registered keyword. If the match type is set to "broad match", ads are also displayed for search keywords that are exact matches and phrase matches; thus, it is the match type that allows the most frequent ad display.
Learn more about broad match on What is Broad Match


We suggest that you set "negative keywords" to prevent ads from being displayed for searches that are not related to the content and products of your site.
Learn more details of Negative Keywords.

How to choose match type

There are some differences between match types as follows.
The lower you go, the better your search keywords will fit with your internet users search queries, but the less likely you are to see your ads. Also, the upper you go, the easier it is for your ads to be shown, but it also increases the chances that it will be displayed with search keywords that are less relevant to your keywords added on your campaigns.

If you are just starting out with Search Ads, or if you want to increase the chances of your ads being shown, we recommend “broad match.” It's a good idea to use “broad match” for a while to understand the search keywords and trends before using “phrase match” or “exact match”.

If you already have a lot of experience in advertising and the target of the ads is clear, we recommend “exact match” to narrow down the keywords or “negative keywords” to aim for efficient ad delivery.

If the match type is different even for the same phrase, you can add the phrase as a different keyword in the same ad group. It is also possible to find a highly effective match type by adding multiple keywords that differ only in the match type.

After added keywords, consider using the search query list and performance report on a regular basis. See also the followings for more details.
About the search query list
Search query report