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Broad match Ads may appear on searches connected to your term, which may include queries that do not directly contain the meaning of your phrase. This allows you to attract more visitors to your website, spend less time generating keyword lists, and concentrate your efforts on keywords that work. Because it is the most thorough, broad match is the default match type for all of your terms. That is, you do not need to specify another match type (such as exact match, phrase match, or negative match).
Phrase match Ads may appear on searches containing the meaning of your keyword. The keyword's meaning might be inferred, and user searches can represent a more specific form of the meaning. You can reach more searches with phrase match than with exact match and fewer searches with broad match by only showing your advertisements on searches that contain your product or service.
Exact match Ads may appear on searches with the same meaning or intent as the keyword. Exact match gives you the most control over who sees your ad of the three keyword matching choices, but it reaches fewer queries than phrase and broad match. ... https://www.youtube.com/watch?v=NJuV1Y8RN4E
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