Business / Internet Marketing / Broad Match: This is the default option. If your ad group contained the keyword tennis shoes, your ad would be eligible to appear when a user's search query contained tennis and shoes, in any order, and possibly along with other terms. Your ads could also show for singular/plural forms, synonyms, and other relevant variations. For example, you ad might show on tennis shoe or tennis sneakers. Run a Search Query Performance Report to see what keyword variations trigger your ad.
Broad Adjective Synonyms: wide, expansive, large, extensive, spread out, ample, spacious
Broad Noun Synonyms: woman, girl, dame, cookie or cooky, skirt, bimbo, bird, chick, number, doll, piece (of baggage)
Match Noun Synonyms: equal, equivalent, peer, equivalent, fellow, mate, parallel, replica, copy, double, twin, look-alike, facsimile, counterpart
Match Verb Synonyms: fit, go with, suit, accord, agree, harmonize, go (together), coordinate, blend, correspond
Business / Internet Marketing / Phrase Match: If you enter your keyword in quotation marks, as in 'tennis shoes,' your ad would be eligible to appear when a user searches on the phrase tennis shoes, in this order, and possibly with other terms be MORE
Business / Finance / Matched Book: A bank runs a matched book when the of maturities of its assets and liabilities is distribution equal. MORE