The keyword match types dictate how closely the keyword needs to match with the user’s search query so that the ad can be considered for the auction. So, you could use broad match to serve your ad on a wider variety of user searches or you could use exact match to hone in on specific user searches.
There are three types of Google ads match types: Broad match, phrase match, and exact match. Broad match types show searches that relate to a keyword. Phrase match types show searches that include the meaning of a keyword. Exact match types show searches with the same meaning as a keyword.
Broad match The match type you select determines how broad or narrow your keyword reach will be. Broad match has the highest reach but the least relevant searches, exact match has the most relevant searches but the lowest reach.
Exact match is the most specific and targeted keyword match type. This option limits your audience size but gives you the most control over which searches trigger ads on the SERP. Ads will only show for searches that have the exact same meaning or intent as your keyword.
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