Semantic keyword targeting refers to selecting keywords that capture the “meaning” of a user’s search. With semantic targeting, the order of the keywords does not matter. This is very powerful when you are first starting an AdWords campaign, or if there are a large number of low volume, long-tail keywords that customers use to find you. To implement semantic keyword targeting in AdWords, you would select broad or modified broad match keywords. Over time, you may find that certain keyword variations are more important than others in either volume or conversions (or both), and at that point you may want to explore more syntactic targeting in which the order of words matters, and which offers you more control.