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Keyword Match Types - Marketing Glossary

Keyword Match Types

Keyword match types dictate how closely a user’s search query must match your chosen keywords to trigger your ads. There are three main match types:

Broad Match: Ads may appear for a wide range of related search queries, including synonyms and variations.
Phrase Match: Ads are triggered when the search query contains the exact phrase or a close variation of it.
Exact Match: Ads are displayed only when the search query matches the keyword precisely or very closely.
Selecting the appropriate match type is crucial for controlling ad relevance and targeting the right audience.

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