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? Select one option.

Exact match

Modifier match

Broad match

Phrase match

Certification program: 👉 Microsoft Search Advertising learning path certification

Explanation: For Contoso Holidays, who specifically wants their ad to appear only when the customer’s search query precisely matches the keyword ‘Flights to New York’ without any additional words, including close variants, the most suitable keyword match option would be Exact match. Exact match ensures that the ad is triggered only when the search query exactly matches the specified keyword or close variants of it, without additional words before, after, or in between. This precision allows Contoso Holidays to tightly control the relevance of their ads to user queries, ensuring that their ads are displayed to the most relevant audience, which is crucial for maximizing ad performance and return on investment. By selecting Exact match, Contoso Holidays can target their ads precisely to users actively searching for flights to New York, thereby increasing the likelihood of attracting qualified leads and driving higher conversion rates. Therefore, Exact match aligns perfectly with Contoso Holidays’ objective of targeting specific search queries with utmost precision in Microsoft Search Advertising.

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