Keyword match types are parameters used in online advertising to control the specificity and reach of ad targeting in pay-per-click (PPC) campaigns. Broad match allows ads to appear for a wide range of related searches, including misspellings and synonyms, offering broad reach but potentially lower relevance.

Phrase match narrows the scope by requiring the search query to include the exact keyword phrase or close variations with additional words before or after.

Exact match ensures ads only appear for searches that precisely match the keyword or close variants with the same meaning, offering the highest level of specificity.