Paid search match type

The type of search query that the Search Ads 360 keyword matches:

  • Broad: The ad appears when terms in your keyword appear, in any order, in a consumer's search query.

  • Phrase: The ad appears when consumers search on the exact phrase and also when their search contains additional terms, as long as the keyword phrase is in exactly the same order.

  • Exact: The search query must exactly match the keyword.

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