Not every will enter the same keyword spellings (word combinations & phrases), as you would specify, to search for your type of products OR services. Now its time to target your keywords and to increase chances of reaching more prospects by using Keyword Matching Options. These enable you to pin-point your ad trigger OR can help you to refine your ad targeting so that your ads reach people precisely when they are searching for your product or services. There are four types of Keyword Matching Options: Broad Match, Exact Match, Phrase Match & Negative Keywords.So you can choose to designate each of your keywords using these matches.

Broad Match: It is the default setting for your keywords, i.e if you submit a new keyword to your ad group