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adWords Keyword Match Types


Match type Special symbol Example keyword Ads may show on searches that Example searches
Broad match none women's hats include misspellings, synonyms, related searches, and other relevant variations buy ladies hats
Broad match modifier +keyword +women's +hats contain the modified term (or close variations, but not synonyms), in any order hats for women
Phrase match "keyword" "women's hats" are a phrase, and close variations of that phrase buy women's hats
Exact match [keyword] [women's hats] are an exact term and close variations of that exact term women's hats
Negative match -keyword -women are searches without the term baseball hats