Settings for each keyword that help control how closely the keyword needs to match a person’s search term in order to trigger your ad.
Each keyword uses a matching option to help control which searches should trigger your ad to show. You can choose one or more matching options for a keyword. If you don’t specify a particular matching option, keywords are considered as broad match. Exaples: “werbeagentur”, +werbeagentur, werbeagentur, [werbeagentur].