- [Instructor] Every keyword you'll bid on within Google Ads
has the ability to have settings applied to it.
And these settings are called matching options
and they help you control how closely the keyword
needs to match a person's search term
in order to trigger your ad.
And there are four main types of keyword options.
Broad match, phrase match, exact match,
and negative keywords.
When you go to add your keywords within an ad group,
you'll have the opportunity to influence
these matching options and you'll do this
in how you type the keyword into Google Ads.
For a broad match keyword, you simply type it out.
For a phrase match keyword, you'll place quotes around it.
For exact match, you place the keyword within brackets.
And finally, negative keywords are added
by adding in the minus symbol before the keyword.
As you develop campaigns in Google Ads,
you'll encounter each of these keyword targeting types,
so becoming familiar with them is incredibly important.