Contoso Ski House wants its keyword 'winter vacations' to match to queries such as 'winter vacations discount' but not 'Hawaii vacations'. Which keyword match option should it select?

Phrase match is the correct option because it allows ads to show for searches that include the exact keyword or close variations of it, with additional words before or after. This ensures that 'winter vacations' will match 'winter vacations discount' but not 'Hawaii vacations'. Modifier match (often referred to as Broad Match Modifier in some platforms) is similar but allows for more flexibility in word order and variations, which might still trigger 'Hawaii vacations' if 'vacations' is a modified term. Broad match is too wide, potentially matching 'Hawaii vacations' or other irrelevant queries. Exact match is too restrictive, only matching the exact phrase 'winter vacations' or very close variants, missing 'winter vacations discount'.