Broad, Exact, Phrase and Negative are all keyword match types they are explained in detail in the Match Types page.
Match types are defined around criteria that describe how a user's query relates to purchased keywords. A match type is defined by having one or more of the following properties:
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Additional words in query?
Whether the query can contain additional words and still match the advertisement. -
Variant normalisation?
Operations such as removing diacritics from characters ("café" to "cafe") or transforming to the base form ("fuß" to "fuss") -
Lemmatisation?
Reduces the word to its lemma or canonical form (e.g. "boxing" to "box"). -
Synonyms?
Whether matches against synonyms are accepted. -
Order sensitive?
Whether words must be in the same order in both the query and purchased keyword. -
Contiguous?
Whether the words must be next to each other in one "run" or "phrase" or whether other words can be found in the middle of the phrase.
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