Coho Winery wants their ad to display for the keyword Cabernet sauvignon only when a customer’s search query matches their keyword exactly, including some close variants, with no extra words. Which keyword match option should they select?

(A) Broad match

(B) Exact match

(C) Phrase match

(D) Negative keyword


An Exact match triggers your ad when the exact words in your keyword appear in a customer’s search query. It can also trigger your ad if the user uses a close variation of your keyword. Close variations include singular, plurals, misspellings, punctuations, accents, stemming, reordered words, synonyms, and implied words.


This question is a part of the Microsoft Advertising Certified Professional exam. You can find all the answers with detailed explanation for this exam in the Microsoft Advertising Certified Professional exam page.

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