When creating a text ad in your PPC campaign, you can select broad match, modified broad match, phrase match, or exact match for your keyword match type.
Broad match
This is the default matching option. With broad match, your ad may show if a search term contains your keyword terms in any order, and possibly along with other terms. Your ads can also show for close variations of your keywords. Example: keyword1, keyword2.
Phrase match
With phrase match, your ad can show when someone searches for your exact keyword, or your exact keyword with additional words before or after it. We'll also show your ad when someone searches for close variations of that exact keyword, or with additional words before or after it. Example: "keyword1", "keyword2".
Exact match
With exact match, your ads can appear only when someone searches for your exact keyword, without any other terms in the search. We'll also show your ad when someone searches for close variations of that specific keyword. Example: [keyword1], [keyword2].