What is keyword match type in Google Ads?

In Google Ads, keyword match type is a setting that determines how closely a user's search query needs to match the advertiser's keywords in order for the ad to be triggered. There are several different match types available, including:

1. Broad match: This is the default match type, and it allows an ad to be triggered when a user's search query contains any words in the advertiser's keyword, in any order. For example, if the advertiser's keyword is "running shoes," the ad could be triggered for searches like "buy running shoes," "men's running shoes," or "running shoe reviews."
2. Broad match modifier (BMM): This match type is similar to broad match, but it allows the advertiser to specify which words in the keyword must be present in the user's search query. For example, if the advertiser's keyword is " +running +shoes," the ad could be triggered for searches like "buy running shoes" or "men's running shoes," but not for searches like "running shoe reviews."
3. Phrase match: This match type allows an ad to be triggered when a user's search query contains the advertiser's keyword as an exact phrase, in the correct order. For example, if the advertiser's keyword is "running shoes," the ad could be triggered for searches like "buy running shoes" or "women's running shoes," but not for searches like "shoes for running" or "running shoe stores."
4. Exact match: This match type allows an ad to be triggered only when a user's search query exactly matches the advertiser's keyword. For example, if the advertiser's keyword is "running shoes," the ad would only be triggered for searches that contain the exact phrase "running shoes," with no additional words.

Using the right match type is important because it helps to ensure that the ads are shown to the most relevant audience. By using the right match type, advertisers can prevent their ads from being triggered for irrelevant or unrelated searches, which can improve the performance of the campaign.