Match type column
Displays and changes the match type of a keyword.
Keywords can have one of the following match types:
Content (Microsoft Advertising only)
Use in formula columns
If you use this column in a formula column, refer to the column as keyword_match_type. Make sure any expressions you create refer to one of the pre-defined values that this column can contain, which are listed above. All functions are case insensitive. That is, If(keyword_match_type="Broad") and If(keyword_match_type="broad") mean the same thing.
Here’s an example function that outputs "Brand-Broad" for keywords that are labeled with the “Brand” label and have been defined with a broad match type: