Keyword prioritization & the newest query matching controls in Google Ads

Learn how Google Ads prioritizes keywords and select which ones to compete in each auction. Discover the new query matching controls and how they can help you steer traffic. There are often times when more than one keyword (and/or search theme) in your account will be eligible to match for a search term. Yet only one will be selected to compete in each auction.
So, how does Google choose which of your keywords to put forward?