Exact vs. Broad Matching

Exact match will only show for search results where the user searched specifically for your keyword phrase, and only your keyword phrase.

Phrase match will show when your exact phrase appears anywhere within the search query with the words in the same order.

Google and Yahoo! may show broad match ads when people search for synonyms of your keywords, or if your keywords appear in the search in any order your ads will display.

If you are new to pay per click you may want to use exact match until you get a feel for pay per click advertising, unless you are using broad match for keyword mining.

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