Broad match is the default match type that all your keywords are assigned. Broad match lets a keyword trigger your ad to show whenever searchers for that phrase, similar phrases, singular or plural forms, synonyms, misspellings, stemmings (such as floor and flooring), related searches, and other relevant variations.
For example, when you add "dress" as a broad match keyword, AdWords will try to show your ad for searches containing that term or a similar one. Your ad might show for searches on "dresses," "wedding dress," "gown,"and "frock." Broad match keywords help you reach the widest audience. read more
Use Local Keyword Tool to change keyword match type to broad match modifier, phrase match and exact match.
+Broad +Match +Modifier is a close variant of broad match type, that let you target searches that include at least one of your keywords. This can help increase how relevant your traffic is to your ads, and improve your CTR and conversion rates.
Broad match modifiers ensure that your ads will only show when someone searches the close variant of your keyword. Close variants include misspellings, singular and plural forms, abbreviations and acronyms, and stemmings (like "floor" and "flooring"). Synonyms (like "big" and "large") and related searches (like "frock" and "dress") aren't considered close variants. read more
Use Local Keyword Tool to change keyword match type to broad match modifier.
"Phrase Match" is more flexible than exact match, but is more targeted than the broad match and broad match modifier option.Ads may show on searches that match a phrase, or are close variations of that phrase with additional words before or after.
Phrase match lets you reach more customers, while still showing your ads to customers who are most likely searching for your product or service. With phrase match, your ad can appear when people search for your exact phrase, even if they include one or more words before or after it. read more
Use Local Keyword Tool to change keyword match type to phrase match.
[Exact Match] gives you the most control over who sees your ad, and can result in a higher CTR. Ads may show on searches that match the exact term or are close variations of that exact term. It may also include a reordering of words, if it doesn’t change the meaning, and the addition or removal of function words (prepositions, conjunctions, articles, and other words that don’t impact the intent of a search).
Use Local Keyword Tool to change keyword match type to exact match.