Below we will explain the advantages

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Disadvantages
The disadvantage of exact match is that if the keywords you set do not match all the keywords searched by the user, your ad will not be displayed at all. Even a slight difference means that your ad is likely not to be displayed, reducing the chances of being seen by users. However, if the words in the keywords you set are in the wrong order, your ad will be displayed.

Phrase match
and disadvantages of using phrase match.

merit
If you set two or more keywords, you can set the range where your ads will be displayed using big canadian ceo email lists words with a large search volume. Compared to exact match, your ads will be displayed more widely and have more opportunities to be seen by users. In addition, since your ads will be displayed as you intended, you can keep your advertising costs within your budget and reduce unnecessary advertising costs.

Disadvantages
The disadvantage of phrase match is that even if the same words are included, your ad will not be displayed if the word order is different. Also, compared to modified broad match, which has the characteristic that your ad will be displayed even if the word order is different, phrase match is more likely to narrow the scope of your ad's display.