There are 4 types of keyword match types in Google AdWords
. They are classified as the attributes Google allows you to add to keywords to give them more or less potential search volume. You’ll notice that if no attribute is applied, the keyword is recognized by Google as a modified broad match.
A modified broad match is like the broad match but gives Google less freedom to advertise for terms Google thinks are relevant. For example if your broad match keyword is “blue house” then Google can advertise your ads for relevant terms like “red house” and “green home”. With the modified broad match keyword “+blue +house”, Google will only advertise your ads to people whose search includes the words blue and house PLUS any other terms a searcher adds within the query.