Which match type is the default match type to which all keywords are assigned?

Analysis of Correct Answer(s)

• Broad match is the default match type assigned to all keywords if no specific match type is declared.
  • Functionality: It allows your ads to show for searches that are similar to your keyword, including synonyms, singular and plural forms, misspellings, related searches, and other relevant variations. This gives the advertising platform, especially those leveraging AI technology, the most flexibility to interpret user intent and find potential customers.
  • AI Relevance: Modern AI-driven ad platforms use broad match to expand reach effectively and discover new, high-performing search queries that might not have been explicitly targeted. This aligns with the "注重效果" (focus on effectiveness) aspect, as AI can optimize for conversions even with broader targeting.
  • Impact: While offering the widest reach, it can also lead to less relevant impressions if not managed with proper negative keywords and bid adjustments.

Analysis of Incorrect Options

• Phrase match: This match type requires the keyword to be present in the user's search query in the exact order, though other words can appear before or after it (e.g., "red shoes" matches "buy red shoes online" but not "shoes red"). It requires specific syntax (quotation marks) and is not the default.
• Exact match: This match type is the most restrictive, showing ads only for searches that are identical to the keyword or very close variations with the same meaning and intent (e.g., [red shoes] matches "red shoes" or "shoes red" if the platform understands the close variation, but not "dark red shoes"). It requires specific syntax (square brackets) and is not the default.
• Negative match: This is not a match type for assigning keywords to trigger ads. Instead, it is used to prevent your ads from showing for specific search terms. It requires a minus sign prefix (e.g., -free) and its purpose is to refine targeting and avoid irrelevant impressions, not to be a default for general keyword assignment.