Which keyword matching type should I use?

Quora offers 2 types of keyword matching for Keyword Targeting: Broad match and Phrase match.

Broad match helps you reach a larger audience by displaying your ad on question pages with close variations of your keywords. It is helpful when you have limited time to maximize your impressions.

Phrase match allows for narrower targeting by displaying your ad only where there is an exact keyword match. Since a word-for-word match is required, you can reach customers who expressed a specific intent that matches your business offering

Exclude filters out questions that contain keywords you do not wish to target. Please note that adding too many exclusions can reduce your reach. 

These different matching types help you control for how closely related the question needs to be to your keywords for your ad to be displayed. Keywords are not case sensitive on Quora Ads.

Match Type	Symbol	Keywords	Questions that match	Questions that do not match	Includes	Excludes
Broad	None	financial planning	What makes planning for financial decisions so hard?  What is the best financial advice you've received?	What are the best ways to save money?  How do people get rich?	Close variations singular and plural form, stemming and accents	Misspellings, acronyms, abbreviations
Phrase	"keyword"	"financial planning"	Why is financial planning so hard?	What makes planning for financial decisions so hard?	Exact matches of the phrase, variations of the phrase, additional words before and after the phrase	Additional words in middle of phrase, reordering of words, misspellings, acronyms, abbreviations