What is the difference between keyword widely matching in brand video advertising and commodity promotion advertising？

The logic of matching is to give your AD a wide range of exposure to the customer's shopping search terms. When using broad matching, shopping search terms can contain keyword terms in any order. It may include singular, plural, variants, synonyms, and related words, depending on the meaning of the keyword and the context of the product being promoted. The keywords themselves may not be included in a customer's shopping search terms. For example, the keyword "sneakers" might match a customer's shopping search term, Examples include "canvas sneakers," "sneaker," "basketball shoes," "athletic shoes," "cleats," "trainers," or "foam runners."

The difference is that in a branding campaign, you can add broadly matched modifiers that indicate which words must appear in a customer's shopping search terms to show your AD. The way to add broadly matching modifiers is to add a plus sign "+" before the keyword. For example, if you choose to match widely and use the keyword "+kids shoes," the AD will only be matched with search content that contains the word "kids." The AD may match "kids sneakers" or "running shoes for kids," but will not match any shopping search terms that do not contain the word "kids," such as "sneakers" or "running shoes."