Keyword Match Type Distribution
Shows how spend and conversions split across broad, phrase and exact match — account-wide and per campaign — and flags campaigns where broad match dominates the budget while converting worse than exact.
by Dmytro Tonkikh·chiliad.io
Overview
Keyword Match Type Distribution aggregates keyword performance by match type for the chosen date range. You get an account-level table (keyword counts, spend share, CPA per match type) plus a flag list of campaigns where broad match takes more than a configurable share of keyword spend — with the broad vs exact CPA comparison that tells you whether that dominance is earning its budget or quietly eroding it.
Setup
- 1Open your Google Ads account and go to Tools → Bulk Actions → Scripts.
- 2Click the + button to create a new script and paste the code below.
- 3Adjust BROAD_SHARE_FLAG_PCT (default 70%) and MIN_CAMPAIGN_COST to your account's scale.
- 4Set EMAIL_ADDRESS to receive the report; leave blank for logs only.
- 5Preview once to verify, then schedule monthly.
Configuration Variables
| Variable | Default |
|---|---|
DATE_RANGE | LAST_30_DAYS |
BROAD_SHARE_FLAG_PCT | 70 |
MIN_CAMPAIGN_COST | 50 |
EMAIL_ADDRESS | (empty) |
Expected Output
=== Account match type distribution (LAST_30_DAYS) === BROAD: 214 keywords cost: 6210.44 (52% of spend) clicks: 4811 conversions: 142.0 CPA: 43.74 PHRASE: 388 keywords cost: 3105.80 (26% of spend) clicks: 2650 conversions: 88.0 CPA: 35.29 EXACT: 542 keywords cost: 2684.11 (22% of spend) clicks: 2233 conversions: 96.0 CPA: 27.96 === Campaigns where broad match takes > 70% of keyword spend === Generic — Broad broad share: 94% broad cost: 2411.02 broad CPA: 61.10 exact CPA: 29.40 <- broad converting WORSE than exact Email sent to you@example.com
Notes
Broad match paired with Smart Bidding is a legitimate strategy — a flag here is a prompt to check the search terms and CPA gap, not an automatic problem. Keyword-less traffic (DSA, PMax) is not part of this report.