List the standard keyword match types for search campaigns and describe them.

• A. Phrase match (queries containing the phrase in order); Broad match (widest reach); Exact match (queries that exactly match or close variants); Negative keywords to exclude.
• B. Broad match (widest reach, close variants). Phrase match (queries containing the phrase in order). Exact match (queries that exactly match or close variants); Negative keywords to exclude.
• C. Broad match (widest reach, close variants) and negative keywords to exclude.
• D. Exact match (requires exact query) and Positive keyword types.

Answer: (B)

Understanding keyword match types helps you control how closely a user’s search must align with your keyword. The standard set is broad match, phrase match, and exact match, with negative keywords used to exclude unwanted queries. Broad match provides the widest reach and includes related terms and variations, so your ads can appear for a broad range of searches. Phrase match requires the user’s query to contain the exact phrase in that order, though additional words can surround it, which gives more precision than broad but still allows some flexibility. Exact match is the most precise, showing for the exact keyword or close variants with the same meaning, limiting where your ad can appear. Negative keywords let you exclude certain terms so your ads don’t show for irrelevant searches.

The option that lists all three standard match types with accurate descriptions and notes that negative keywords exclude is the best choice. Other options omit or misstate parts—one misses that broad match includes close variants, another omits the phrase/exact distinction, and another uses an inaccurate term like “Positive keyword types.”