Broad matches offer ads broad traffic exposure. A shopper's search term will match if it contains all the keyword terms or close variants such as plural forms in any order.
Example: "kitchen aprons"
Eligible Search Terms: "kitchen apron", "discount kitchen aprons", "purple aprons for kitchen"
Ineligible Search Terms: "cooking apron", "William-Sonoma smock"
With phrase matches, the shopper's search term must contain the exact phrase or sequence of words of their variations. It is more restrictive than broad match, targets more specific audiences, and will generally result in more relevant placements for an ad.
Example: "kitchen aprons"
Eligible Search Terms: "lightweight kitchen aprons", "kitchen aprons for men", "purple kitchen aprons"
Ineligible Search Terms: "cool aprons for kitchen", "nice cooking aprons"
For exact matches, the shopper's search term must match exactly the keyword in order for the ad to show, or close variations of the exact term. Exact match is the most restrictive match type but can be more relevant to a shopper's search.
Example: "kitchen aprons"
Eligible Search Terms: "kitchen apron", "kitchen aprons"
Ineligible Search Terms: "pink kitchen aprons", "aprons for kitchen", "kitchen aprons for men"
You can read more information about keyword match types here.
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