Keyword Match Types – You set these match types up to tell Google how close/loosely related you want your ads to fire according to search terms and the keywords you set.
Dictate the triggering of ads according to the keywords you set and how they relate to different search terms
Beginning of Campaign – Have a bunch of different match types and shit so you can grab all the data you can.
Broad Match – Anything that relates to your keyword goes. Doesn’t even have to have the same/similar words or whatever.
Broad Match Modified – tight enough that you still have control, but still broad enough so that you find new keyword ideas. Your modified keywords have to be in the search term. Can be in any order, with anything appeneded to beginning or end. Modified words have to be within it though
Phrase – Your phrase has to be within search term in that order. Stuff can be appended before or after though
Exact Match – ads show when exact search term is searched. – still shows for misspells, highly super similar, slight variations.
Negative – If theres the negative keyword in the search term, ad won’t be triggered -> you can ad modifiers to this too
Good accounts make use of all these match types to sculpt perfectly targeted ads and campaigns.