Let’s get there at last…
Using my “flat fish” example, what if we typed our search query like this:
flat fish sdjksdh
Then provided sdjksdh is a nonsense word, not in the Search Engine database, we’d see the nearest avaiable results ie entries about “flat fish and something else“.
But we’d not see results which have the exact term flat fish.
So we’ve eliminated the exact match, and should have been delivered results with the best matching 3-or-more word phrases including the words “flat fish”.
Along with the natural search results (in the center left of the page) we’ll see sponsored Ads down the right.
And these will be Ads with higher than average CTR, since we have specified a phrase match search by including our wildcard (nonsense word) in the search term we entered.