Google Grants Account Creation Guide - Manual (Page 22)

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All of the queries above are related to breast cancer, and are therefore possible triggers
for an ad group using the keyword breast cancer. However, the broad match default
doesn't work well for general keywords that may be included in searches unrelated to
your organization, as in the next example.
Keyword: bears
An organization devoted to saving endangered bears should avoid the general keyword
bears. Here are search queries that might display an ad targeted to the broad match
keyword bears:
chicago bears
berenstain bears video
collectible teddy bears
bad news bears dvd
bear photographs
None of the searches listed above are relevant to the organization, yet they all include
the keyword bear. Keywords such as protect bears and endangered bears would be a
better option for the broad match default.
Phrase Matching
Use quotes: "breast cancer"
If your keyword was "breast cancer", your ad would show when the term breast cancer is
included in a search in that specific order. For example, your ad would show for breast
cancer information, but not for cancer of breast information.
You can specify keywords as phrase matching by surrounding your keyword in quotes. In
the broad match queries shown above, note that only the following searches would
trigger the ad when breast cancer is entered as a phrase-matched keyword:
breast cancer information
support groups breast cancer
breast cancer symptoms
Exact Matching
Use square brackets: [breast cancer]
If your keyword was [breast cancer], your ad would only show for searches on the exact
term breast cancer. Your ad would not show if breast cancer research or breast cancers
were searched.
You can specify keywords as exact match by surrounding your keyword in square
brackets. This technique works well for singular keywords, keywords that are general or
keywords that might have more than one meaning to a Google searcher.