Keyword Match Types

you can pick one of the following match types for each keyword:

• Broad match is the default setting for all keywords. All searches made using your keyword (in any order or combination) might display your ad. Searches for similar or related queries might also trigger your ad.
• Phrase match narrows your reach by requiring the words to appear in that exact order.
• Exact match further narrows your reach by showing your ad when the exact phrase is used in the search — without any other words before, between, or after.
• Negative match eliminates searched phrases you don't want your ad to appear for, such as cheap or free.
• Embedded match allows you to prevent your ad from appearing in relation to certain phrase or exact matches.