Li Juan wants to prevent an ad from being served if customers look for an exact word. Which keyword targeting method should they consider?

The correct answer is "Negative match" because this keyword targeting method allows Li Juan to exclude specific keywords or search terms from triggering their ad. By using negative match, they can prevent their ad from being shown when customers search for the exact word or phrase that they specify. This is particularly useful when Li Juan wants to avoid irrelevant or unprofitable traffic. For example, if a customer searches for a term that is related to the product but not intended for the ad’s target audience, using a negative match keyword ensures that the ad will not appear in that search. In contrast, "Word match" and "Broad match" would allow the ad to be shown for the exact word or a wider range of related terms, respectively.