Choose the match-type role that fits a keyword situation.
Place each situation in the match-type role that fits best. Exact precision Phrase theme Broad exploration Negative block A query has converted profitably for six months with stable wording The buyer theme is clear but wording varies around 'enterprise payroll' The account has clean qualified-lead imports and wants adjacent demand Searches include 'jobs' and 'salary' in a buyer campaign A competitor support query repeatedly spends without buyer intent A high-intent category has limited volume but strong value signal
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