Keywords Primary Keyword Phrases Desired Variables (city, state etc.) Desired Variables (city, state etc.) Desired Variables (city, state etc.) If you're using this for Google Ad Words, you likely want to leave these boxes checked. Retain Broad Match Add Exact Match Add Modified Broad Match Add Phrase Match Add Negative Match Checking this box CHANGES this tool, so it will generate EXACTLY what you input. Do do not use with the Adwords match types. This option KEEPS any spaces or other characters you may add, like pipes, spaces etc. and will NOT add its own spaces for use in Adwords.