Keyword match type describes how closely the keyword must match the search term for your ad to appear.
- Exact Match: An exact match will only serve an ad when the targeted keyword exact matches the searched keyword. This match type gives you less reach but the audience will be highly relevant.
- Phrase Match: For phrase match keywords, the ad is served when someone searches the exact phrase, in the exact order, with keywords added before or after the phrase. The phrase match lies right between the exact and broad match. It will give you moderate reach and moderate relevancy of the traffic.
- Broad Match: While using a broad match keyword, the ad is served whenever the search query contains any word in the targeted keyword in any order. Broad match keywords give the highest reach, although the relevancy may be low.