Keyword matching options allow you to control who sees your ads by broadening or restricting what searches your ads appear in. They range from broad to specific. The broader match types are designed to generate more traffic and show your ads on related searches that you may not have thought to add to your campaigns. The more specific match types restrict the queries that your ads show on and typically bring fewer impressions, but potentially more targeted traffic.
To add keywords in different match types, perform the following steps: