Get up to speed on Google Ads exact match keywords – their evolution, best practices, and how to use negative keywords for smarter targeting.

With this shift, Google Ads aims to give advertisers a balance between reach and control – where phrase match keywords can now ... applicable across all match types and Dynamic Search Ads ...

Queries, on the other hand, are the things that real people type into the Google Search bar. When there’s a match between a user’s query and your keyword, you’re eligible to show a Search ad.