Keyword match type is critical in narrowing search queries to match for only the keywords you want. Google would love to see all of your keywords be a broad match where any remotely related keyword will render your ad, whether or not it is even related to your content. It’s important to remember that Google wants the advertising $ and makes no promises of conversion results.
Advertisers however want a return on investment, or ROI from their advertising dollars. This means you need to make sure that you spend money when sending qualified traffic to your website. If your traffic is not hyper targeted, then your results will be lackluster and mediocre at best. It’s important to use a PPC Company that specializes in hyper targeted keywords.
There are four main keyword match types: Broad Match, Modified Broad Match, Phrase Match and Exact Match
Broad Match: Includes misspellings, synonyms, related searches, and other relevant variations
Modified Broad Match: Contains the modified term (or closer variations, but not synonyms) , and in any order
Phrase Match: Contains a keyword phrase, and close variations of that phrase
Exact Match: Must match the exact keyword specified
Most often we use a combination of modified broad match, phrase match, and exact match keywords to maximize ppc traffic. We don’t recommend using broad match keywords in most cases.