Business / Internet Marketing / Exact Match: If you surround your keywords in brackets - such as [tennis shoes] - your ad would be eligible to appear when a user searches for the specific phrase tennis shoes, in this order, and without any other terms in the query. For example, your ad wouldn't show for the query red tennis shoes or tennis shoe. Exact match is the most targeted option. Although you won't receive as many impressions with exact match, you'll likely enjoy the most targeted clicks - users searching for your exact keyword typically want precisely what your business has to offer.
Exact Noun Synonyms: demand, extort, require, enforce, insist on or upon, extract, impose, wrest, compel, enjoin, call for, requisition, claim
Exact Adverb Synonyms: precise, accurate, correct, faithful, true, faultless, identical, literal, perfect, consummate
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 / Internet Marketing / Standard Match Type: An option within Sponsored Search that specifies how search terms are matched to ads. Ads that use the standard match type are displayed for exact matches to your keywords, as well as for singular or MORE