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About Keywords Match Types

Broad match
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
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.
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Phrase match
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
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
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
women's hats
include misspellings, synonyms, related searches, and other relevant variations
buy ladies hats
Broad match modifier
+women's +hats
contain the modified term (or close variations, but not synonyms), in any order
woman's hats
Phrase match
"women's hats"
are a phrase, and close variations of that phrase
buy women's hats
Exact match
[women's hats]
are an exact term and close variations of that exact term
women's hats
Negative match
are searches without the term
baseball hats

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