| 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 |
