Google Allows Broad Match in AI Overviews Even When Exact Match Exists — How Advertisers Should Respond

Google has clarified how keyword match types interact with its AI-driven ad placements, confirming that exact match keywords will no longer block broad match keywords from triggering ads in AI Overviews (AI Max). This clarification — reported by Anu Adegbola at Search Engine Land — has important implications for campaign structure, measurement and bidding strategies.

As AI-powered placements expand across Google’s SERPs, advertisers need to understand which match types are eligible to serve where. According to Google’s Ads liaison Ginny Marvin, “Your ad could trigger to show either above/below AIO or within AIO, but not both at this time.” Marvin also clarified that “The presence of the same keyword in exact match will not prevent the broad match keyword from triggering an ad in an AI Overview, since the exact match keyword is not eligible to show Ads in AI Overviews and hence not competing with the broad match keyword.”

What changed and why it matters

Previously, advertisers saw situations where exact match keywords could effectively prevent broad match variants from showing in AI Overview placements. Google’s clarification separates traditional keyword matching (exact and phrase) from the AI-driven intent matching used in AI Overviews. Exact and phrase match keywords are not eligible to show ads inside AI Overviews, while broad match (and keywordless targeting) is eligible. That means broad match can still serve within AI Overviews even if the same search term exists as an exact match keyword elsewhere in the account.

Key takeaways for advertisers

• Broad match is required for AI Overview placements: If you want visibility in AI Overviews, include broad match keywords or experiment with keywordless targeting.
• Exact/phrase match won’t block broad match: Use exact match to preserve precise control on traditional search placements, but don’t expect it to prevent broad match from gaining AI Overview impressions.
• Segment to measure: Create separate campaigns or ad groups for broad match AI-focused tests so you can measure incremental reach and performance without conflating results with exact/phrase match activity.
• Use negative keywords aggressively: Because broad match casts a wider net, maintain negative keyword lists to filter irrelevant queries and protect ROI.
• Adjust budgets and bids: Expect broader match types to drive volume. Allocate budget intentionally and use Smart Bidding rules to control CPA or ROAS targets.

How to structure campaigns and test effectively

Start by creating a controlled experiment. Duplicate a high-performing campaign and in the copy, switch key ad groups to broad match (or enable keywordless targeting) while keeping the original campaign running with exact and phrase match types. Use shared budgets or set clear budget splits so tests are comparable.

Track these metrics during the test period:

• Impressions and impression share (to measure reach)
• Click-through rate and conversion rate (to measure relevance and efficiency)
• Cost per click and cost per acquisition (to measure profitability)
• Query reports (to spot irrelevant traffic to exclude with negatives)

Analyzing query-level data will reveal whether broad match is capturing valuable, previously untapped intent or simply noisy queries that dilute performance. If broad match uncovers high-converting queries, consider adding those as exact match keywords in targeted campaigns to capture intent with more control.

Measurement and attribution considerations

Because ads can appear above/below an AI Overview or inside it (but not both in the same auction), you may see shifts in impression distribution and position metrics. Keep an eye on placement-specific reporting and use campaign-level segmentation to isolate the impact of AI Overview-eligible targeting.

Attribution windows and assisted-conversion reports can help determine if broad match-driven impressions within AI Overviews are influencing later conversions. Use these insights to refine bidding strategies and budget allocation.

Actionable checklist

• Create a dedicated broad-match campaign or ad group for testing AI Overview eligibility.
• Establish clear budget rules so tests run long enough to reach statistical significance.
• Set up negative keyword lists from the start and update them weekly during the test.
• Use Smart Bidding with conservative targets initially to limit wasted spend.
• Extract and review search query reports weekly; promote high-value queries to exact match where appropriate.
• Document changes and results — this helps scale learnings across other campaigns.

The bottom line: Google’s clarification that exact match won’t block broad match in AI Overviews opens the door to broader reach and new audience discovery, but it demands disciplined testing and controls to ensure budgets drive valuable outcomes.

For the full original coverage, see Anu Adegbola’s article on Search Engine Land: https://searchengineland.com/google-exact-match-keywords-wont-block-broad-match-in-ai-max-466323

Attribution: Original reporting by Anu Adegbola for Search Engine Land.