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The keyword match types dictate how closely the keyword needs to match with the user's search query in order for the ad to be considered for the auction So you could use broad match to · Keyword Match Types Explained Most wasted money & opportunities in AdWords comes from paying for clicks (users) who aren't your real prospects Keywords, together with the correct match type, are how you pick out searchers who · Negative keyword match types Negative keywords go hand in hand with keyword match types They both help reduce the amount of wasted ad spend Adding a negative keyword to an ad group will eliminate your ad from showing up for search queries related to that keyword How Keyword Match Types Work After The New Close Match Variants Change What is exact match keywords