What is the Difference Between the Google Broad Match and Google Exact Match Formats when selecting Keywords for SEO?
Well if you select broad match it will calculate not only the keyword you are getting the results from, but similar keywords too. When selecting exact match it will tell you only the average visitors for the selected keyword only, so you can get a better idea of the keyword you are looking for.
Broad: The sum of the search volumes for the keyword, related grammatical forms, synonyms and related words. Exact: The search volume for that specific keyword and close variants . This is what is the difference between Exact match and Broad match according to Google on their keyword tool.