Keyword matching options
Settings for an AdWords keyword or AdWords Express search phrases that help control how closely the word needs to match a person's search term in order for your ad to appear.
- AdWords Express offers broad match for its search phrases, which allows your ad to show for searches on similar phrases and relevant variations. The matching option can't be updated in AdWords Express.
• Example: kittens
• Searches that can match: kittens, kitten photos, adopt a kitten
- AdWords offers four keyword matching options that can be edited: broad match, phrase match, exact match, and negative match.