Which keyword match type uses searcher history for matching user queries?

Broad match is the keyword match type that uses searcher history for matching user queries. This feature allows search engines to display ads for queries that are similar to the keywords, including variations in spelling, synonyms, and related searches. This means that even if a user does not type the exact keyword or phrase, the system will consider the user’s prior search history and context to determine the relevance of the ads to the search.

One of the key benefits of broad match is its ability to reach a wider audience by capturing related terms and variations users might search for. This is particularly useful for advertisers looking to increase visibility and traffic to their sites since it leverages the search engine's understanding of user intent and behavior patterns.

In contrast, other match types like exact match and phrase match are significantly more restrictive. Exact match requires the search term to match the keyword exactly, while phrase match allows for a specific phrase with some variation but does not take into account user history as broadly as the broad match type does. Negative match is used to exclude certain keywords from triggering ads and does not relate to leveraging search behavior.