About keyword matching options
Keyword match types help control which searches on Google can trigger your ad. So you could use broad match to show your ad to a wide audience or you could use exact match to hone in on specific groups of customers.
Where to start
Consider starting with broad match. You can then add negative match keywords to exclude searches on Google that aren’t related to your business (optional).
Broad match
Broad match is the default match type that all your keywords are assigned. Ads may show on searches that include misspellings, synonyms, related searches, and other relevant variations. So if your keyword is “women’s hats,” someone searching for “buy ladies hats” as well as “women’s scarves” might see your ad.
Broad match modifier
Similar to broad match, except that the broad match modifier option only shows ads in searches that include the words with a plus sign “+” in front of them (+women’s hats), or close variations of the “+” terms.
Phrase match
Ads may show on searches that match a phrase, or close variations of that phrase, which may include additional words before or after. Ads won't show, however, if a word is added to the middle of the phrase that changes the meaning of the phrase. Phrase match is designated with quotation marks ("women's hats").
Exact match
Ads may show on searches that match the exact term or are close variations of that exact term. Close variants include searches for keywords with the same meaning as the exact keywords, regardless of spelling or grammar differences between the query and the keyword. Exact match is designated with brackets ([red shoe]).
To ensure you don't miss out on potential customers, we may show your ads for close variations on all keyword types.
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