Apart from bidding for the relevancy of keywords, you can also make use of the numerous variations of them for an effective online campaign. To make sure that you do this well, you need to be thoroughly aware of the part of how keyword match type works.

1. Understanding of Keyword Match Types for Successful PPC
Campaign
In Pay per click (PPC) management, advertisers have to pay the host only if their ad is
clicked by the user and not otherwise. It is a way of paid search marketing. Here,
advertisers bid for specific keywords, those stand relevant to their firm or area of work.
By acquiring the rights for the keyword or phrase, that keyword related advertisement
appears when the user's search includes a similar keyword. But, by and large, most
websites keep a fixed rate for pay per click (PPC) management rather than keeping
keywords for auction.
Apart from bidding for the relevancy of keywords, you can also make use of the
numerous variations of them for an effective online campaign. To make sure that you do
this well, you need to be thoroughly aware of the part of how keyword match type works.
Say, for example, an advertiser has a free online library provider and wants to announce
the addition of 'literature books collection' to its site. Then, the default keyword phrase
will be 'literature books collection' which will only get a thousand searches in a month.
Now, our aim is to appear on the top of search results. As, initially when we submit our
keywords to Google and other popular search engine marketing websites, they are set
under the 'broad match' section. Thus, when any of the three words appear in the search
query, your ad will appear. For instance, your ad will show up only if a user searches
anything that has these three keywords like 'classic books', 'literature books', or 'good
books collection'.
As far as Google is concerned, it includes synonyms or commonly related words too, so
your search ad can even appear in the 'popular classics' search. A keyword like 'literature
books collection' is quite narrow to generate the kind of volume you are seeking, but
biding for a keyword like 'books collection' is worthwhile because under broad match you
will make an entry in the keywords auction. This will make you fit for keywords like
'literature books collections', 'literature books', 'online literature books' etc.
Google AdWord's help center has stated the below four main keyword matching types:
Broach match
In the broad match sense, your ad will appear when the user searches with any or both
the keywords that match those targeted by you. For example, if the user searches using
sneaker shoes or sneaker or simply shoes, your ad will appear. Under the broad match,
you can use multiple relevant variations of the keywords, as in sneakers, shoes, sneaker
shoes, buy sneakers shoes, sneakers new arrivals, shoes photos, etc.
Phrase match
When you bid for a keyword within quotations like “sneaker shoes” here, your ad will be
visible only when the user searches with the exact phrase and in the same word order.
Your ad will also come up if the user makes any addition in the phrase but with your
keyword in the same order. For instance in yellow sneaker shoes, buy sneaker shoes,
sell sneakers shoes etc.

2. Exact match
If you bid for a keyword that is surrounded with brackets e.g. [sneaker shoes]. In that
case, your ad will only be visible if the user has used the keyword, you specified in the
same exact position without using any other terms.
Negative match
The minus sign in a search stands for negative connotations. If a negative (-) is used
with the keyword it will not show ads of used sneaker shoes. For example, if the users
searches with “sneaker shoes -used”, this will show your ads and not the ones with used
sneaker shoes.
Embedded match
Embedded match is often considered to be a mix of, broad and negative match. For
example, if your company sells accessories for iPhone mobiles and not actual iPhone
mobile phones, then your keywords should indicate so. You can target for the word
iPhone or iPhone accessories in the broad sense, but not iPhone mobile or buy iPhone
mobile.
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