To access the Account Tactic Settings page, go to the Administration tab and select Accounts. From the Accounts page, select "Edit" within the Tactic Settings. The Tactic Settings page allows you to:

1. Turn Sponsored Search on or off.
1. In addition, you can select a match type (Advanced or Standard).
2. If the Advanced match type is selected, you can also enter account-level excluded words to ensure your ads are not displayed for searches that are not relevant to your business.
2. Turn Content Match on or off.

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These settings determine whether the tactics and match types will be active for the campaigns in your account. For example, if the Standard match type is selected for the account, the Advanced match type will not be active for your ads even if selected in a campaign or ad group.