In a phrase, it should appear in the exact sequence as in the target word. For an exact match, the ad would only appear for search queries with the exact phrase. In the broad match, you can use it for multiple keywords in order of your choice. The keywords you choose should perfectly fit the search queries of the targeted keywords. It is the experience of the digital marketing company that you can expect to get positive results. So, the agency you hire should be reliable and professional with correct knowledge about the right use of keywords. You can approach the experts at Helping Digital for effective results.