How does 'display keyword' match-type work in the display network?
Re: How does 'display keyword' match-type work in the display network?
To add to purefzz' answer; on the display network Google uses contextual targeting to match a theme of keywords with the content of the relevant pages. "contextulal " is related / depended on the content. Meaning: beyond the exact intent.
Thus; to get that you need to use synonyms and related word, i.e "broad match"
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