If you want to ensure specific keywords must be included in a search query for your ad to display, which match type should you use?

The best choice for ensuring that specific keywords must be included in a search query for your ad to display is the broad match modifier. This match type allows your ads to show only when the modified keywords are present in the search query, no matter the order or additional words included. By using the broad match modifier, you can include a "+" sign before certain keywords, indicating that those specific terms must be included in the search query for the ad to be triggered. This enhances control over the search terms that activate your ad while still allowing for some flexibility with the placement of the keywords and additional words.

In contrast, exact match dictates that the search query must exactly match the keyword you specified, making it a more restrictive option. Phrase match requires that the search query must contain the exact phrase you specify but can have additional words either before or after it. Broad match, on the other hand, is the least restrictive match type and allows your ad to show for a wider range of related terms, which may not include all your specified keywords.