Match type
How loosely a keyword matches shopper queries — exact, phrase, or broad.
Exact matches that phrase and close variants only. Phrase matches queries containing it in order. Broad matches loosely, including related concepts.
Match type governs negatives too, and there the stakes are higher. A negative phrase blocks every query containing it — negating the phrase "cast iron" would block "cast iron skillet" as well.
AutoPPC defaults every negative to exact for that reason. Phrase negatives are allowed per row at review time, never as a default.