In digital advertising, particularly in platforms like Google Ads, "Match Types" refer to the settings that determine how closely a user's search query must match your keywords for your ad to appear. There are four main types: Broad Match, Phrase Match, Exact Match, and Negative Match. Each type offers different levels of control over which searches trigger your ads, allowing advertisers to reach a wider or more targeted audience. Broad Match allows your ad to show for variations of your keywords, including synonyms and related searches. Phrase Match requires the search query to include the exact phrase, while Exact Match shows ads only for the exact keyword. Negative Match prevents your ad from appearing for specific terms, helping to refine your audience and improve ad relevance.