When you create the ad, you will not just select keywords, but also decide how “exact” you want the match to be.
Here are the terms to be familiar with.
- Broad Match: In this option, visitors or customers will see the ad if they enter searches that are similar to your keywords.
- Negative Match: In this option, you can choose keywords that you don’t want your ad associated with. If these words are entered into the search box, your ad won’t show up.
- Exact Match: In this option, customers will only see the ad if they enter the exact keyword, that you have selected.