When you use broad match, your ads automatically run on relevant variations of your keywords, even if these terms aren't in your keyword lists.
Broad match is the default match type that all your keywords are assigned if you don't specify another match type (exact match, phrase match, or negative match).
With phrase match, you can show your ad to customers who are searching for your exact keyword and close variants of your exact keyword, with additional words before or after. Phrase match is more targeted than the default broad match, but more flexible than exact match.
With exact match, you can show your ad to customers who are searching for your exact keyword, or close variants of your exact keyword, exclusively. Of the four keyword matching options, exact match gives you the most control over who sees your ad, and can result in a higher click through rate (CTR).
You can use exact match to limit who sees your ad to only those who search for your exact keywords or close variants of your exact keywords. These are the people who are likely most interested in what you offer.
You can use negative match to prevent your ad from showing to people searching for certain terms. Your ad won't show if a search term contains the keyword term you define with a minus sign (-) prefix. Negative keywords are an especially useful way to filter out irrelevant traffic and thus prevent unwanted clicks.
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