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About Keywords Match Types

MATCH TYPE	PUNCTUATION	WHAT TRIGGERS YOUR AD
Broad match	none	Words in your keyword, in any order, as well as words closely related to your keyword. For example: if your keyword is red flower, it's triggered by a search for red flower, flower is red, crimson flower.
Broad match modifier	+keyword	The word with the broad match modifier "+" must be in the search query or other input. For example: if your keyword is Hawaii +Hotels, its triggered by a search for Hawaii Hotels, but not Hawaii Rentals. To learn more, see The power of the broad match modifier. This feature is only available for ads in English and French. If your desired language or location is not yet supported, keep checking back, we’re always expanding.
Phrase match	"keyword"	Words in your keyword in the same order as a customer's search query or other input—even if other words are present in that query. For example, if your keyword is "red flower", it's triggered by a search forbig red flower, but not yellow flower.
Exact match	[keyword]	Words in your keyword match a customer's search query or other inputexactly. For example: if your keyword is [red roses] its triggered by a search for red roses.
Content match	{keyword}	On pages in websites that are part of the content network, when those pages contain a word or words in your keyword, your ad title, or the ad text.

Example: Using Keywords matching options..........

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	woman's hats
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