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She maintains that she can still hit that same potential keyword inventory with only 32 keywords set to Broad Match , using exclusionary " negative words " to limit the exposure to only a qualified audience ( e.g . " Broad Match is n't a shortcut , " he said . Longest Match is a refinement of Basic Match , described above . " Overture will use Phrase and Broad Match listings to fill in when its database does not have regular Standard Match listings for terms . You can find even more phrases , he said , by setting your complex phrases on Broad Match and watching the results . The Friends , or other sponsors , can contribute from $ 50 to $ 350 , which the Foundation matches on a 2-to-1 ratio . " Unicomb , the author of the current study , says the low drug-resistance rate of Campylobacter in Australia matches that of Norway and Sweden , which have either never approved or banned the drug from use in livestock . " " The Oshkosh match will be another great test for us because their squad is quite similar to La Crosse 's , " Hamilton said . Richard Holden , AdWords Product Manager at Google , explained that Google 's default match type is Broad Match .