Broad Match
This is the default option. If you include general keyword or keyword phrases-such as tennis shoes-in your keyword list, your ads will appear when a user's query contains tennis and shoes, in any order, and possibly along with other terms. Your ads will also automatically show for expanded matches, including plurals and relevant variations. Broad matches are sometimes less targeted than exact or phrase matches.

Phrase Match
If you enter your keyword in quotation marks, as in "tennis shoes," your ad will appear when a user searches on the phrase tennis shoes, in this order, and possibly with other terms in the query. For example, your ad will appear for the query red tennis shoes but not for shoes for tennis. Phrase matching is more targeted than broad matching, but slightly more flexible than exact matching. To ensure your ads are as targeted as they can be, you may want to include at least two descriptive words in your keyword phrases.

Exact Match
If you surround your keywords in brackets-such as [tennis shoes]-your ads will appear when users search for the specific phrase tennis shoes, in this order, and without any other terms in the query. For example, your ad won't show for the query red tennis shoes. Exact matching is the most targeted option. Although you won't receive as many impressions with exact matching, you'll likely enjoy the most clicks, because users searching for terms in this manner typically want precisely what your business has to offer.