Let’s go through each type of match individually in order to explain them. Broad Match: This is an option that can be attached to your ads against searches that include things like misspellings, comparable words, searches that are related or their relevant variants. Phrase Match: A phrase match will allow your ads to be shown in searches that match phrases related to your keywords. However, these will need to be quite accurate as any searches with different words inserted into the phrase, will not display your ads. Exact Match: Exact matches are ads that will show to individuals searching for those exact keywords. This may be helpful if you offer a very specific product. Negative Match: Here, this setting allows you to exclude your ads from searches that include a particular keyword. For example, if you only sell formal shoes, you can exclude words like “running”, “sneakers” or “sports”, from your ads, so anyone looking for running, tennis or sports shoes will not see your ads. This will save on your CPC (cost per click).