What’s the difference between Broad Match and Exact Match?

Broad Match assigns text ads to relevant search queries, regardless of the order in which keywords appear, whereas Exact Match only serves text ads when the user’s query exactly matches the paid keyword or phrase. An ad for “tennis shoes”, for example, would in Broad Match apply to any related term --"comfortable tennis shoe”, “athletic shoes for tennis”, etc. In Exact Match, however, the paid keyword [tennis shoe] would only appear when the query term exactly matches the phrase “tennis shoe”. Broad Match terms draw greater traffic volume because they’re served to a greater number of search queries, whereas Exact Match terms are better targeted