Could someone please tell me the difference between "phrase", [exact], broad, search terms ?? I assume [exact] is what it says (hence i understand that), but what are the other two ?? Please help
phrase means it can also be triggered for search terms that have words at the beginning or end of your keyword. For example if your keyword is "white cup", it is also shown for " plastic white cup" and "white cup and saucer" broad means your ad will also be triggered for synonyms and related terms - so 'white cup' could also be triggered by 'white mug' or even 'yellow teapot' - broad can be very broad - if you use it, use it with caution, run reports regularly to see what is triggering impressions and add inappropriate things as negative keywords. I'd say it's really only to be used to research new keywords when you want to expand your list.