Contoso Holidays wants their ad to display for the keyword 'Flights to New York' only when a customer’s search query matches their keyword precisely- including some close variants- with no extra words. Which keyword match option should they select?

Exact match is the correct option because it allows ads to show only when the search query precisely matches the keyword, including close variants like misspellings or singular/plural forms, and without extra words. This aligns perfectly with Contoso Holidays' requirement for precise matching with no additional terms. Broad match would allow for a much wider range of related searches, including synonyms and other relevant queries, which is too broad. Modifier match (often referred to as broad match modifier) is deprecated and has been largely replaced by phrase match and broad match. Phrase match would allow the ad to show for searches that include the keyword phrase along with other words before or after it, which Contoso Holidays wants to avoid.