Which keyword type allows the greatest flexibility in ad display?

Broad match is the keyword type that allows for the greatest flexibility in ad display. When you use broad match, your ads can appear for searches that include not only the exact terms you specify but also related terms, synonyms, variations, and even relevant searches that might not directly include your chosen keywords. This expansive reach means that your ads can connect with a wider audience, capture relevant search queries that you may not have anticipated, and generally optimize your ad's visibility across diverse user interests.

In contrast, phrase match restricts your ads to appear only for searches that include the exact phrase you specify, which limits flexibility compared to broad match. Exact match provides even tighter control, only displaying ads for searches that exactly match your specified keywords, thereby limiting the potential for ad exposure. Although the broad match modifier was designed to offer more control than broad match while still being more flexible than phrase or exact match, it does not achieve the same level of extensive reach as broad match. Thus, broad match is unique in its ability to maximize the relevance of ad placements across a broad spectrum of search queries.