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

Phrase match

Exact match

Broad match

Modifier match


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


Explanation: The selected answer option is **correct** because **Exact match** is the keyword match option that ensures the ad will display for the keyword ‘Flights to New York’ only when a customer’s search query matches the keyword precisely, including close variants, but with no extra words. Exact match keywords allow for the most precise targeting, showing the ad only when the search query exactly matches the keyword or very close variations, such as plurals or misspellings, but not when additional words are included. This match type is ideal for advertisers like Contoso Holidays who want to ensure their ads are shown to a highly relevant audience and avoid unnecessary exposure to broader or less specific queries. The other options, such as Phrase match, Broad match, and Modifier match, would allow for a wider range of variations or additional words, which is not what Contoso Holidays is looking for in this scenario.

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