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In Google Ads, there are four main types of keyword matching:
Broad Match: Triggers ads for searches that include misspellings, synonyms, related searches, and other variations.
Modified Broad Match: (No longer available) Allowed for more control by adding a plus sign (+) in front of keywords to indicate that specific words must be included in the search.
Phrase Match: Triggers ads for searches that include the exact phrase or a close variation, with additional words before or after.
Exact Match: Triggers ads only for searches that exactly match the keyword or close variations, with no additional words.
Negative Match: Prevents ads from showing for specific keywords or phrases, helping to refine targeting.