Broad, exact, phrase match in Google Adwords

Use the right match types: Using broad match (or broad match modifier) allows you to capture a wide range of search queries, while using exact match or phrase match gives you more precise targeting. If you know that a specific query is being used frequently, adding it as an exact- or phrase-matched keyword can help you manage traffic for it

Source: Google

Match type Special symbol Example keyword Ads may show on searches that Example searches
Broad match none women’s hats include misspellings, synonyms, related searches, and other relevant variations buy ladies hats
Broad match modifier +keyword +women’s +hats contain the modified term (or close variations, but not synonyms), in any order hats for women
Phrase match keyword women’s hats are a phrase, and close variations of that phrase buy women’s hats
Exact match [keyword] [women’s hats] are an exact term and close variations of that exact term women’s hats
Negative match keyword women are searches without the term baseball hats
Keywords match
Keywords match

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