Broad Match

An ad may show if the person’s search term contains the keyword that the advertiser is targeting. This can be in any order and can include other terms around it. This allows the advertiser to show their ads tin both singular or plural forms, synonyms, related searches, or relevant variations of the keyword being targeted. This is the default matching type. Ex: Broad Match Keyword Being Targeted: women’s hats, Example Search: buy ladies hats.