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One of Google’s keyword-matching options; displaying your advert for queries which include your keywords as part of a longer search term, but not necessarily in the same order or adjacent to one another. For example, your keyword advert of "collector clocks" as a broad match is validly displayed on query results for "collector of antique clocks". (See also keyword-matching options, broad match, expanded match, and negative match.)
One of Google’s keyword-matching options; exact match forces Google to display your ads only on search results pages that exactly match your selected keyword or key phrase. Exact match may be selected for individual keywords in an Ad Group. (See also keyword-matching options, broad match, expanded match, and negative match.)
Expanded matches are variations of your selected keywords (such as plurals, synonyms, and misspellings) that Google deems relevant and helpful to your ad’s success. Expanded matching is included in the broad match option. (See also keyword-matching options, broad match, exact match, and negative match.)
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