A feature of the keyword match Type, Standard Match occurs when a user enters a term that is the same as the term you have bid on. When searching online, potential customers may type in many variations of your keywords, including:

• Misspellings
• Singular/Plural forms

If you advertise on the keyword “plasma television,” your ad may be shown for the following search queries:

What are the benefits of using Standard Match:

• Target specific keywords for relevant searches
• Helps improve search performance by targeting your results to relevant set of customers
• For greater control, you can manage your keyword match types at different levels in your account.