You can choose “Exact match” or “Phrase match” for each keyword in the campaign.
Exact: The most specific and restrictive of the keyword match types. Users would only see the ad when they type the exact keyword phrase by itself.
For example, if you choose "blue boots" with exact match the ad will be presented only when someone looks for blue boots but not for “blue boots for women”.
Phrase match means that the ads will also be presented when a shopper looks for a search term that includes your selected keywords within the search term.
For example, if you choose "blue boots" with phrase match the ad will also be presented when someone looks for “blue boots for women”.
The default is a phrase match. For using exact match you need to put the keyword in double quotation marks: “blue boots".