Expression matching is more specific than approximate matching and more general than exact matching. Ad creatives prepared for keywords with this degree of precision will be displayed when the order of words in the query matches that predicted by the advertiser. The presence of additional words before or after the occurrence of a specific keyword phrase is acceptable.
The system will also display the advertisement if the user types in: related words, plural words, plural words, abbreviations or queries containing errors. Phrase matching is created by placing words within quotation marks.