When employing keyword match types, which type generally prioritizes reach over precision?

The keyword match type that generally prioritizes reach over precision is 'broad match'. With broad match, your ad is eligible to appear when someone searches for your keyword, similar phrases, misspellings, synonyms, related searches, and other relevant variations. This means your ad can be seen by a much larger audience, increasing reach. However, because the search terms don't need to be closely related to your keyword, the traffic may be less relevant, decreasing precision. For example, if you're selling 'organic coffee beans', a broad match might show your ad for searches like 'coffee mugs' or 'fair trade tea', while phrase and exact match would only show it for more specific variations of 'organic coffee beans'.