When you place a bid on a word, Apple gives you the option to consider “broad match keywords”. This option is selected by default. If you leave it checked, Apple will consider keywords that fully or partially contain the keyword you’re initially bidding on and related searches. 

If you uncheck the option, Apple will consider exact matches. Exact matches include the exact keyword, the plural/singular version of the keyword and any misspelling of the keyword.

Check out all details on our Search Ads Intelligence Dashboard.

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