---
title: KeywordMatchType
framework: Apple Ads Platform API
role: symbol
role_heading: Type
platforms: [apple ads platform api 1.0+]
path: apple-ads-platform-api/keywordmatchtype
---

# KeywordMatchType

The matching behavior used to compare a keyword against user search queries.

## Declaration

```data
string KeywordMatchType
```

## Possible Values

EXACT: (App Store) Matches only the exact keyword term. Supported for negative keywords. BROAD: (App Store) Matches the keyword term and close variants, including plurals and misspellings. Supported for negative keywords. PHRASE: (Apple Maps) Matches the keyword and close variants within Maps search, allowing flexibility while staying focused on the search intent. Supported for negative keywords on Maps. CATEGORY: (Apple Maps keywords only) Matches user searches to a Maps business category. Use category identifiers from the Query Business Categories endpoint (for example, dining.restaurant, shopping.clothing). Does not match app categories. Not supported for negative keywords.

## Discussion

Discussion Keywords apply only to App Store campaigns using the Search results placement. Today tab, Search tab, and Product pages campaigns use audience targeting instead.

## See Also

- [KeywordStatus](apple-ads-platform-api/keywordstatus.md)
- [KeywordDisplayStatus](apple-ads-platform-api/keyworddisplaystatus.md)
- [NegativeKeywordStatus](apple-ads-platform-api/negativekeywordstatus.md)