Google AdWords offers three different keyword match types: Broad, Phrase & Exact.

Broad match keywords are typically what Respage uses for the majority of our campaigns as it allows your ads to show for a wide variety of searches, including those with misspellings, synonyms, related searches, and other variations.
Example: If you're bidding on "apartments in Philadelphia" and a user searches for "1 & 2 bedroom apartments in Philadelphia's Center City", your ad is eligible to show
Phrase match keywords are a bit more restrictive. Ads will show for that phrase, and close variations of that phrase. We might use these if we notice your ads showing for a large number of irrelevant search terms, or if the city/town in which your property is located is a common name for apartment communities across the country. If you see quotation marks around your keyword in the Respage dashboard, that means it's phrase match (ie - "apartments in Center City"). 
Example: If you're bidding on "apartments in Philadelphia" and a user searches for "1 & 2 bedroom apartments in Philadelphia" your ad is eligible to show.
Exact match keywords are even more restrictive. Ads will show for that exact phrase, and close variations of that phrase, including misspellings or singular or plural forms. We might use these to bid on branded search terms. If you see brackets around your keyword in the Respage dashboard, that means it's exact match (ie - [apartments in Center City]).
Example: If you're bidding on "apartments in Philadelphia" and a user searches for "1 & 2 bedroom apartments in Philadelphia" your ad is NOT eligible to show.
Still have questions? Visit Google for more information on keyword match types.

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