Apple Ads match types: broad, exact and Search Match
Apple Ads search results campaigns have two keyword match types, broad match (the default for new keywords, matching related variants and terms) and exact match (written in [brackets], matching the term and close variants only), plus Search Match, a setting that matches your ad to searches without any keywords; negative keywords default to exact match.
What is a match type in Apple Ads?
A match type is a keyword setting that controls which searches can trigger your ad. Apple Ads search results campaigns have exactly two: broad and exact. Search Match is not a third match type; it is an ad group switch that works without keywords.
| Broad match | Exact match | Search Match | |
|---|---|---|---|
| What it is | Keyword setting | Keyword setting | Ad group setting |
| Default for | New keywords | Negative keywords | On by default in Manage Bids ad groups |
| How to write it | keyword | [keyword] | No keywords needed |
| Reach | Wide | Narrow | Wide, decided by Apple |
| Control | Medium | Highest | Lowest |
How does broad match work?
Broad match runs your ad on relevant variants of your keyword and on related terms. The glossary lists singulars, plurals, misspellings, synonyms, related searches and phrases that include the term fully or partially.
Apple's example: the broad keyword photo edit free might match "edit photo free", "free photos editor", "app for editing photos", "photo collage maker", "photo filters", and even the Japanese term for photo editor.
Apple also warns that broad match "can generate a broader range of terms" based on your keywords, including terms related to the category or to the names of similar products and services, and that it may not suit every campaign or country. The Search Terms tab shows which real searches your broad keywords matched.
How does exact match work?
Exact match gives you the tightest control. It matches the specific term and closer variants than broad match: spelling variations, word rearrangements, translations and other variants Apple's systems consider close.
Apple's example: the exact keyword [photo edit free] matches "photo edit free" and may also match "photoeditfree", "edit photo free", "free photos editor", "fre photo editor" and "free photo editor app".
You will usually get fewer impressions than with broad match, but Apple notes that tap-through and conversion rates on those impressions may be higher, because the searches sit closer to your keyword.
A keyword's match type can't be changed after you add it. To switch, pause the keyword and add it again with the other match type.
What does Search Match do?
Search Match matches your ad automatically to relevant App Store searches, using your product page metadata, information about similar apps in the same genre and other search data. Apple notes this can be especially useful in markets where you don't know the local language.
- In Manage Bids campaigns it is on by default; you can switch it off per ad group under "Edit ad group settings".
- In Maximize Conversions campaigns it is required in the automatic ad group and can't be switched off.
- Apple recommends turning it on in a campaign or ad group dedicated to keyword discovery, then moving the high-performing search terms it finds to your other campaigns.
Which match type belongs in which campaign?
This follows Apple's recommended four-campaign structure.
| Campaign | Keywords | Match type | Search Match | Bid level |
|---|---|---|---|---|
| Brand | App and company name | Exact | Off | Most aggressive |
| Category | What the app does | Exact | Off | Most aggressive on top performers |
| Competitor | Similar apps | Exact | Off | Most aggressive on top performers |
| Discovery, ad group 1 | All keywords from the three above | Broad | Off | Strong to moderate |
| Discovery, ad group 2 | None | none | On | Moderate |
Keep broad and exact keywords in separate ad groups or campaigns so you can bid on them separately. The full template and the weekly routine are in Apple Ads campaign structure.
How do negative keyword match types work?
Negative keywords keep your ad off searches you don't want to pay for. They default to exact match.
| Negative type | Blocks | Apple's example |
|---|---|---|
| Exact (default) | Only that exact word or phrase; not close variants or different word order | An advanced puzzles app adds exact negative "kids puzzles"; a search for "kids puzzles apps" can still show the ad |
| Broad | Any search containing all of its words, in any order | Broad negative "kids puzzle games" blocks "kids puzzle games" and "puzzle games kids", but not "kids puzzle apps"; broad negative "kids puzzle" blocks that too |
Use exact negatives by default so you don't block relevant searches by accident; use broad negatives when a word combination should never show your ad. Two common uses:
- Cross-campaign negatives: every exact keyword from brand, category and competitor added to discovery as an exact negative.
- Non-converters: search terms that get taps but no installs.
You can add negatives during campaign or ad group creation, from the Negative Keywords tab, by turning existing keywords into negatives (Actions > Add as Negative Keywords), or by bulk upload of up to 5,000 per ad group.
Where does Uptika fit?
On paid plans, after you connect Apple Ads, Uptika's Opportunities page lists search terms that convert but are not yet exact keywords, and terms that spend without installs as negative candidates. Ads and search rank shows each keyword's organic rank next to its paid results. Every change needs your confirmation and can be undone. If your ad variations use custom product pages, see Apple Ads custom product pages; setup basics are in Apple Ads setup. Create an account to start.
Questions
What are Apple Search Ads match types?
There are two: broad match and exact match. Broad match is the default for new keywords and runs your ad on relevant variants of the keyword and related terms. Exact match, written as [keyword], matches the specific term and close variants such as misspellings or reordered words. Search Match is a separate ad group setting, not a match type.
What is Search Match in Apple Ads?
Search Match automatically matches your ad to relevant App Store searches without keywords, using your product page metadata, information about similar apps in the same genre and other search data. It is on by default in Manage Bids campaigns, required in the automatic ad group of Maximize Conversions campaigns, and best used in a dedicated discovery ad group.
Broad vs exact match in Apple Ads: which should I use?
Use exact match for keywords you know convert, in brand, category and competitor campaigns, with your strongest bids. Use broad match in a discovery campaign to find new terms, with more moderate bids. Apple's bidding guide says most of your traffic should come from exact match.
How do negative keywords work in Apple Search Ads?
Negative keywords stop your ad from showing for certain searches. They default to exact match, which blocks only that exact term, not close variants or longer searches containing it. A broad match negative blocks any search that contains all of its words, in any order. Add them at campaign or ad group level.