DISCERNING KEYWORD MATCH TYPES

   AD words gives an advertiser a significant  amount of control in determining when an ad will be shown. We will continue to discuss many of these additional options in later. However, if you do not match your keywords appropriately, these additional controls will only have marginal increase in producing high quality traffic.
        There are three different match types that adwords use to determine  if your ad should be displayed based upon the user's search query: broad, phrase, and exact match

BROAD MATCH
                   A word is considered broad matched when you enter a keyword into an ad group with no formatting around the word
                             Broad matched keywords can trigger your ad to show if the searcher uses a query that is related to your keywords. Broad matched keywords match to misspellings, plurals, and even similar words.
     For example, if you had the broad matched keyword "coffee cups," you could match to "coffee cup" (singular), "cofee cup" (misspelling), or "coffee mug" (similar word).
           In addition, the order of the words does not matter. To continue our example, if you used the broad match "coffee cups," you could match to "cups coffee"or "mug coffee."
         Lastly, you can be matched if the search query contains similar words to your keyword with additional parameters. For example, if your keyword was " coffee cups," you could match to "coffee red mug", "blue mugs coffee," or "coffee cup holder."
           If you only sold coffee mugs, being matched to a keyword such as " coffee cup holder" is probably not a good match.

PHRASE MATCH:
             
               A keyword is considered  phrase matched when you enter the word in an ad group within quotation marks as seen
            In order for you phrase matched keyword to display your ad, the search query must contain your keyword in the same order you typed it into your ad group.
for example, if your keyword was "coffee cups," your keyword would match to phrases such as:
        Coffee cups
           Blue coffee cups
           coffee cups blue
         red coffee cups for traveling

In each of the above instances, there could be words before, after, or before and after your keyword phrase. It could also be the keyword phrase itself. However, you had the keyword "coffee cups," the following searches would not trigger your ad:
     Coffee cup(singular)
      cofee cups(misspelling)
    cups coffee(different word order)
  your ad would not trigger if someone entered a word between your keywords. In the "coffee cups" example, if someone searched for "coffee blue cups," your ad would not show as the search query did not contain your phrase exactly

EXACT MATCH
          exact match is the most specific matching options that adwords offers. First, you must enter the keywords into your ad group within brackets, as shown
 
 Exact match works just how it sounds: a user must type into the search box a query that is identical to a keywords do not match to misspellings, smilar keywords, plurals, or singular forms of the words.
 If you have the exact match keyword "[coffee cups]", your ad would not be shown if someone types in "coffee cup" (singular), "cofee cups" (misspelling), "blue cups" (additional word), "coffee mugs" (similar word), or nay other possible variation.
       The biggest advantage of exact match is that you know exactly what someone is typing into the search box. You can examine your ad copy, landing page, and keyword to ensure that a perfectly formed synergistic chain has been established that will maximize your conversion rate.