A a word used in a performing a search. Allows you to control how your keywords are matched to what people are searching for (their search query). Match types include broad match, broad match modifier, phrase match, exact match and negative match. Learn more about keyword match types.... Always-R Glossary that will display your ads for the keywords you’re bidding on, along with other related terms. Keywords using broad match will provide the greatest coverage, but will likely include some less relevant search queries. When using broad match it’s important to also use A match type that prevents your ads from displaying. For example, ‘–free’ used with a broad match of ‘chocolate gifts’ would prevent ads being shown when people search for ‘free chocolate gifts’. Negative match can also be combined with the other match types: Negative Broad Match, Negative Exact Match, Negative Phrase Match... Always-R Glossary. Learn more about keyword match types.