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 · In Google Ads, keyword match types are parameters that you set on your keywords, which determine how your PPC ads are triggered These parameters tell Google Ads how precisely the user search query must match your keyword As such, Ads match types offer advertisers varying levels of control over their keywords and PPC adsGetting to grips with the various keyword match types in AdWords is key to running a successful PPC campaignBut understanding all the terminology associated with PPC can be challenging – and match types are no exception In this brief guide, I outline the advantages and disadvantages of each keyword match type and the reasons for selecting one over anotherKeyword Match Types Broad match Ads may show on searches that are related to your keyword, which can include searches that don't contain the keyword terms This helps you attract more visitors to Adwords Keyword Match Types Cardinal Path Negative keyword match types google ads