Google has published a 28-page tutorial explaining how the company’s ad-serving technology determines which ads are most relevant to a user’s search.
Google Ads Matching Types Guide
Google provides a deep dive into their keyword matching mechanism during Google’s Search Advertising Week, covering topics including keywords matching, bid calculations and ad selection.
The new guide is a fantastic tool for learning about Google Ads and improving your Google Ads campaigns.
You can download the guide from here.