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

The correct answer is phrase. In digital marketing, particularly within search engine marketing, a keyword set to phrase match type allows your ad to appear for search terms that include the exact phrase or close variations of that phrase. This match type offers a balance between reach and specificity, enabling advertisers to connect with a relevant audience while still retaining control over the keywords that trigger their ads.

Using phrase match is advantageous because it captures searches that include additional words before or after the keyword phrase, thereby accommodating a wider range of search queries while still being semantically relevant to the original phrase. This can lead to improved click-through rates and better targeting compared to broader match types, while also ensuring that the ads are not shown for unrelated queries, which can occur with broader match types.

In contrast, other match types such as exact match only trigger ads for the exact keyword and its closest variations, while modified match types include slight variations but can be less specific than phrase match. Broad match allows for the broadest reach but may result in less targeted traffic.