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 · For every keyword added to your Google Ads account, it is possible to choose one of five different match types exact, phrase, broad, broad match modifier, or negative Depending on the type you select, your ad will pop up in Google results when a person searches for a query that is either specifically or more broadly related to your keyword1113 · Negative keywords are keywords that stop your ads from appearing for certain search queries For example, if you sold trees and you added "Christmas" as a negative keyword, that would tell Google Ads to not show your ad for any searches containing the · There are four primary Google Ads keyword match types Exact match Broad match Phrase match Broad match modified Don't worry if you don't know the difference, just read on and we'll explain what each of these means and how to use them Adwords Experiments The Keyword Match Types Killing Your Roi What are negative keywords in adwords