Broad Match

When your keyword is broad-matched, it will trigger your ad whenever that keyword or similar term appears in a user’s query. This means that your ad will still appear even if:

* Other words are included in the query.
* Terms in the query are not written in the same sequence in your keyword (for example, if your keyword is ‘x,’ your ad may be triggered by search terms ‘xyz,’ ‘zx,’ or ‘zyx’).
* The query is similar to your keyword. This includes plurals and synonyms.

Broad matching is an effective way to reach a wide audience. To specify a broad-matched keyword, enter your keyword without including quotes, brackets, or other punctuation.

Example: For the broad-matched keyword ‘used book,’ your ad could appear when users enter the following queries:

Used book dealer
Buy used book
Used and rare book
Used book for sale
Used book finder

Phrase Match

A phrase-matched keyword will trigger your ad for any query on Google that includes your keyword or phrase in the exact sequence and form that you specify. (Additional terms in a user’s query can precede or follow the phrase.)

Phrase matching helps restrict your ad from showing on irrelevant variations of your keyword and target your audience more accurately. To enable phrase matching for a particular keyword, enclose it with quotation marks.

Example: For the phrase-matched keyword “used book”, your ad will appear when Google users enter the following queries:
Ad will appear:
used book dealer
buy used book

Ad won’t appear:
used paperback book
book of used matches
rare and used books