When creating a PPC ad, the degree of keyword matching is significant.
Broad match means customers will see the PPC ad if they enter searches that are “similar” to your keywords.
Exact match is different. Here customers will only see the PPC ad if they enter the exact keyword, or keyword phrase in the search query.
Negative match is a useful keyword criterion. This option allows you to select certain keywords that should not be linked to your PPC ad. This means, when users search for negative match keywords, your PPC ad will not be displayed.