1. By default every keyword is a brand match;
2. Will even match with longer phrases that contain any of your keywords or synonymous;
3. Capture the longest volume;
4. Will always yield irrelevant clicks

Let’s make an easy example of Broad Match Targeting. If I type on Google women’s hats, the search terms will be:

1. drawings of women’s hats
2. women’s caps
3. hats for girls
4. women’s hats
5. sewing a woman’s hat

But I won’t display

1. purple hats

There is also another type of broad match targeting, by using a plus sign in front of the keyword you tell to Google that directly following the plus sign, that word must appear in the user’s search query exactly as its targeted or as a very close variant. So in this case the search terms will be:

1. drawings of women’s hats
2. hats for women
3. sewing a woman’s hat

But I won’t display

1. women’s caps
2. hats for girls
3. purple hat

1. Users quotation marks to apply the phrase;
2. Can still contain terms before or after phrase;
3. Must contain the exact phrase;
4. The phrase must be in the specified order.

Let’s keep the previous example of keyword, but this time using the quotation marks. So, If I type on Google “women’s hats” the search terms will be:

1. women’s hats
2. buy women’s hats
3. woman’s hats
4. sewing a woman’s hat

But I won’t display:

1. girl’s hats

1. Uses bracket symbols to apply keyword this mean the search can not contain any other terms. It has to be almost what’s in the brackets; 
2. The search cannot contain any other terms;
3. Still displays for very close variations.

Let’s keep the previous example of keyword, but this time using the quotation marks. So, If I type on Google [women’s hats] , the search terms will be:

1. women’s hats
2. woman’s hats
3. into, a, for, and, but
4. hat women’s
5. hat for women
6. woman hat

But I won’t display:

1. girls hats
2. sewing a woman’s hat

Here you are allowed to remove words from query search. You can use this kind of targeting to restrict all of those erroneous search queries or as a way to influence the synonyms that are going to match.

1. Use the minus symbol to apply the modifier;
2. Let you filter irrelevant traffic;
3. Prevents AD from displaying when search contains that term.