Keyword Match Types Explained
Exact Match: [keyword]
Your ad shows only if the search is identical to the keyword, or a very close variation. This gives you the most control.
Phrase Match: "keyword"
Your ad shows if the search includes the keyword phrase in the correct order, with possible words before or after it.
Broad Match: keyword
Your ad can show for searches that relate to your keyword, including synonyms and related topics. This provides the widest reach but less control.
