Broad match
This is the default match type that your keywords are assigned and will reach the most extensive audience out of the options
Broad match modifier
This option gives you a little more control than the broad mathch on who sees your ad because you can lock certain keywords into place.
Phrase match
With phrase match, search terms need to be in the same order as your keywords to trigger your ad.
Exact match
In order for your ad to show, someone will have to search the exact keywords, in the same order, and with no other words before or after
