Displays and changes the match type of a keyword.
Keywords can have one of the following match types:
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Broad
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Phrase
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Exact
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Content (Microsoft Advertising only)
Use in formula columns
If you use this column in a formula column, refer to the column as keyword_match_type. Make sure any expressions you create refer to one of the pre-defined values that this column can contain, which are listed above. All functions are case insensitive. That is, If(keyword_match_type="Broad") and If(keyword_match_type="broad") mean the same thing.
Here’s an example function that outputs "Brand-Broad" for keywords that are labeled with the “Brand” label and have been defined with a broad match type:
If(and(Has_label("Brand"),keyword_match_type="Broad"), "Brand-Broad","Brand")
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Navigate to an advertiser or lower scope.
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Click the Keywords tab.
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Above the performance summary graph, click the Columns button.
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Next to Available columns, type the column name in the search box.
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Click + next to the column name in the Available columns list.