|Match Type||Special symbol||Keywords||ads may show on searches that||Searches|
|Broad Match||no||Men’s Jacket||It accepts Mispelling,Synonyms, searches related to this and other relevant variant of this||buy man jacket|
|Broad match modifier||+ keyword||+Men’s +jacket||it accepts the modified term for closer variation but it not accept the synonyms and you can write the query in any order||jacket for men|
|Phrase Match||“Keyword”||Men’s Jacket||you can add the additional words with this keyword but either add before or after the keyword not in the middle of the keyword||buy Men’s Jacket|
|Exact Match||[keyword]||[Men’s Jacket]||only contains the exact query or keywords we can’t add the additional words||Men’s Jacket|
Suppose I provides the digital marketing course and I have made the google ad campaign by using this keyword (digital marketing course) and I have used the broad match type and this course is not free it’s a paid course but as you can see in this ad I have used the broad keyword so anyone who type free digital marketing course so my ad is also appear to that person and that person click on that ad but when they finds it’s a paid course he or she will not choose my course because they are looking for free course so its a wastage of click.
In this Scenario We use the Negative Keywords. These keyword defines in broad,phrase and match types.
|Blue tennis shoes (SHOW)||SHOW||SHOW|
|running gear (SHOW)||SHOW||SHOW|
|blue running shoes (NOT SHOW)||NOT SHOW||SHOW|
|Shoes running (NOT SHOW)||SHOW||SHOW|
|running shoes (NOT SHOW)||NOT SHOW||NOT SHOW|