Google has several different "match types," which indicate what user search queries should be triggered by a keyword in your account. An exact match limits exposure to the precise keyword, with no variations. A phrase match allows additional words to exist in the search query but requires the ordering of the keywords to remain untouched. A broad match compares your keyword to a wide variety of potential variations, including synonyms, keyword re-orderings and even keywords that are often searched shortly before or after the keyword in question! For this reason, broad-matched keywords have the potential to match to hundreds (even thousands) of related queries. Only ongoing management allows you to make sure that you are matching to quality queries and excluding poor queries. In order to exclude poor-quality terms, you can use negative keywords, which allow you to manually exclude certain variations. No match type is inherently best; Wpromote’s campaigns utilize a strategic combination of all available match types to achieve maximum results. Our years of experience building thousands of campaigns are a huge advantage when developing the keyword architecture for a given campaign.