(A) Exact Match
(B) Random Match
(C) Direct Match
(D) Close Match
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.
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