There are three different keyword match types to choose from when creating a text ad with Google AdWords . In this tutorial, you’ll learn:
- The different types of keyword match types and how they differ
- Why keyword match types are important to the success of your PPC ad campaigns 
- How to use keyword match types with other Search Engine Marketing  strategies to increase your Quality Score 
Learning about how to use Google AdWords ' various match types means understanding where and how your pay-per-click marketing  budget is being spent. Let’s take a look at how this knowledge can have a positive impact on your PPC  ROI.
When creating a text ad in your AdWords PPC campaign , you can select broad match (which includes expanded broad match ), phrase match, or exact match for your keyword match type. Each match type in your AdWords account  has its advantages and disadvantages, and you will be able to understand the best scenarios for each as you continue on this page.
adwords broad Match Type
Broad match  is an important keyword match type not only because it reaches the widest audience, but also because this is the type that your ad defaults to. With broad match, your ad will appear whenever a user queries any word in your key phrase, in any order. For example, if you use broad match on "luxury car", your ad will be displayed if a user types "luxury car", "fastest car", and "luxury apartments".
Since this works on each word in your phrase individually as well as together, someone may also see your ad when querying irrelevant topics. You can set up negative keywords  to help prevent this.
Negative keywords become even more important with expanded broad match  - an AdWords  matching function that goes beyond broad match by using synonyms or other phrases users might be typing to display any of the words in your key phrase. To continue our "luxury car" example, someone could be shown your ad when searching for "sedan", "car accident", or "auto insurance." While the first phrase may apply to your keywords, unfortunately, many queries will have nothing to do with your ad, causing you unnecessary money.
adwords Phrase Match Type
Phrase match  offers some of the versatility of broad match, but introduces a higher level of control. Your ad will only appear when a user queries your key phrase using your keywords in the exact order you enter them.
For example, if your key phrase was "pet supplies", your ad would appear when a user searched for "pet supplies", "discount pet supplies", or "pet supplies wholesale", but not "pet food", "pet bird supplies", or "art supplies". Since the query can contain text before or after your keywords, there is some flexibility, but you are leaving a lot of traffic on the table.
AdWords Exact Match Type
Exact match  is the most specific of the keyword match types. With this match type, users will only see your ad when they type your exact key phrase by itself.
For example, if your key phrase was "black cocktail dress", your ad would only show up when a user searched for "black cocktail dress", and not for "cocktail dress", "black dress", or "expensive black cocktail dress". Users who click on your ad when searching that exact phrase are more likely to be interested in your product or service, but you will have less traffic as a result of your restrictions.
The ultimate Google match type
Unfortunately, there is no set keyword match type that works best for all situations. The ideal match type would provide you with a combination of:
- The flexibility of broad  and expanded broad match 
- The controlled reach of phrase match 
- The high level of specificity offered by exact match 
While Google may not offer this match type, fortunately WordStream does. By combining broad match with powerful negative keyword tools, reaching your target audience while avoiding unnecessary spending on irrelevant clicks becomes a possibility. This will also improve your ad rank  and campaign success by increasing your Google Quality Score .
The software does this by arming you with better alternatives to traditional free tools like Google's Keyword Tool . WordStream's comprehensive keyword management solution offers you:
- Keyword Research  & Keyword Suggestion  Tools
- Actionable Web Analytics 
- Negative Keyword Tools