The four keyword matching options determine which Google searches can trigger your ads to appear. These options can help you control who sees your ads. You can set each search-targeted keyword to have one of those four settings. To use a keyword matching option, just add the appropriate punctuation to your keyword: Broad match: keyword Allows your ad to show on similar phrases and relevant variations (The broad match modifier may also be used to further refine your broad keyword matches: +keyword.) Phrase match: "keyword" Allows your ad to show for searches that match the exact phrase Exact match: [keyword] Allows your ad to show for searches that match the exact phrase exclusively Negative match: -keyword Ensures your ad doesn't show for any search that includes that term With some options, you'll enjoy more ad impressions, clicks, and conversions; with others, you'll get fewer impressions and more narrow targeting. By applying the appropriat...