What does a keyword phrase in quotes mean vs a non quotation same phrase?[ Edited ]
What does a keyword phrase in quotes mean vs a non quotation same phrase?
In quotes designates the keyword as a phrase match type keyword. The words in that phrase much appear, in that order, in the entered search term in order to match with the keyword triggering the display of your ad.
Without the quotes is a broad match keyword, which is the broadest possible match type. It will match to a wide range of entered search terms; in many campaigns, too many. It is the most "loose" match type.
Phrase match is a "tighter" condition than broad match, as there are a narrower set of search terms that it will match to, vs broad match.
This Google article may be helpful: