Google Ads uses three keywords types, broad, phrase, and exact. Each option decreases the number of potential searchers, as it restricts the keywords which trigger an ad to be shown. Broad gives the largest number of potential impressions, while exact target searchers ask a specific question. For example, the broad term cybersecurity will provide you with a wide range of searchers (cybersecurity apps, cybersecurity jobs, and more). When you indicate you want the keyword to be a phrase, such as “cybersecurity for SMBs,” it will significantly reduce the number of possible results due to the context of the search.