The chart below serves as an introduction to the different match types, ordered from broad to narrow.
| Match type | Special symbol | Example keyword | Ads may show on searches that | Example searches |
|---|---|---|---|---|
| Broad match | none | women's hats | include misspellings, synonyms, related searches, and other relevant variations | buy ladies hats |
| Broad match modifier | +keyword | +women's +hats | contain the modified term (or close variations, but not synonyms), in any order | hats for women |
| Phrase match | "keyword" | "women's hats" | are a phrase, and close variations of that phrase | buy women's hats |
| Exact match | [keyword] | [women's hats] | are an exact term and close variations of that exact term | women's hats |
| Negative match | -keyword | -women | are searches without the term | baseball hats |
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