InText keywords are stemming match. Stemming automatically includes closely related keywords to maximize your campaign's impact.
With stemming, a keyword or keyword phrase will also match variations of the root word(s), even if the exact text on the page doesn't match character for character. When a user lands on a page that contains your keyword (or a matching variation), the keyword will be converted into a uniquely-styled link that leads to your landing page.
Stemming determines your keyword's root word, then identifies variations addition to the root word and original keyword. Pluralizations, prefixes, suffixes, and compound words containing your keyword's root word are all examples of variations that can match your keyword.
For example, the keyword surveys would also match survey, surveyed, surveyor, presurvey, etc.
The same logic applies to every word in a keyword, so a keyword phrase like complete surveys would also match completing survey, completed surveys, survey completing, etc. Each word (or a variation) must be present on the page for a keyword phrase to match. In this example, the keyword complete surveys would not match only surveys or completing.
Stemming matching also includes keyword variations that do not contain the exact keyword or keyword's root, character for character. For example, the keyword berry would also match berries and blackberries.
NOTE: Keywords are not case sensitive, so complete surveys would match Complete surveys, Survey Completing, COMPLETED SURVEYS, etc.