The Importance of choosing the correct Keyword Match Types. To build your search campaigns you need to setup Keywords in every Ad Group. You must add keywords that match the words or phrases that people search for.
Keyword Match Types
Broad match is the default match type that all your keywords are assigned to. Ads may show on searches that include misspellings, synonyms, related searches, and other relevant variations. So if your keyword is “women’s hats,” someone searching for “buy ladies hats” as well as “women’s scarves” might see your ad.
Example: if your keyword is: kids vegan shoes
Your Ad may show for searches such as: