What is the key distinction between utilizing broad match and phrase match keywords in a Yandex Direct campaign?

The key distinction between utilizing broad match and phrase match keywords in a Yandex Direct campaign lies in the level of control you have over which search queries trigger your ads. Broad match allows your ads to show for a wide range of related search terms, including synonyms, misspellings, and variations of your keyword. This offers the broadest reach but can also lead to ads appearing for irrelevant searches, potentially wasting ad spend. Phrase match, indicated by quotation marks around the keyword, allows your ads to show for searches that include the exact phrase, or close variations of it, with additional words before or after. The words in the phrase must maintain their order. This provides more precise targeting than broad match, reducing the risk of irrelevant ad impressions and improving ad spend efficiency. For example, if your keyword is 'red shoes' using broad match, your ad could appear for searches like 'blue sneakers' or 'shoes sale'. With phrase match ('red shoes'), your ad would appear for searches like 'buy red shoes online' or 'red shoes for women' but not for 'shoes red'. Phrase match provides a balance between reach and relevance, while broad match prioritizes maximum reach.