This article explains the different match types that are available. Broad match is the default match type that all your keywords are assigned.
Add negative match keywords to exclude searches on Google that aren’t related to your business (optional).
A page using the Personal Identification Procedure (PIP), as defined and required by law to verify that users are at least 18 years of age, is required before images of penetration or genitalia are available.
Advertising for R18 rated adult DVDs is not allowed.
All images of genitalia and bare female breast must be blurred or obscured.
Ads may show on searches that include misspellings, synonyms, related searches, and other relevant variations.
So if your keyword is “women’s hats,” someone searching for “buy ladies hats” might see your ad. Excludes your ads from showing on searches with that term.