Fill in the blank: A keyword set to _____ match type will display your ad if the search term includes that keyword, or a very close variation.

The correct answer is exact match type. When a keyword is set to exact match type, it means that your ad will only show when the search query closely matches the precise keyword you have selected, including any close variations. This type of match provides a high level of precision in targeting, allowing advertisers to reach users who are looking for that specific term or phrase, thereby increasing the relevance of the ad and improving click-through rates.

In contrast, other match types like broad match would display your ad for a wider range of search terms, including synonyms and variations that may not be directly linked to your specific keyword, thus potentially leading to less relevant traffic. Specific match is not a standard term used in keyword strategies in PPC advertising, and negative match serves a different purpose by preventing ads from showing for certain keywords, thereby helping to refine targeting by excluding irrelevant searches.