How Many Types of Keyword Use in Google Adwords?

When creating a text ad in your AdWords PPC campaign, you can select broad match, modified broad match, phrase match, or exact match for your keyword match type. Each match type in your AdWords account has its advantages and disadvantages.

Ans:- Keyword Match Types:
1. Broad Match
2. Broad Match Modifier
3. Phrase Match
4. Exact Match
5. Negative Match

1.1  Broad Match: Broad match is the default match type that all your keywords are assigned. A
may show on searches that include misspellings, synonyms, related searches, and other relevant variations. So if your keyword is “women’s hats,” someone searching for “buy ladies hats” might see your ad.
Example keyword: women's hats
Example search: buy ladies hats

2.2  Broad Match Modifier: Add a plus sign (for example, +keyword) to modify a broad match keyword. Ads may show on searches that include modified broad match keywords (or close variations, but not synonyms), in any order.

Symbol: Plus sign, for example +keyword

Example keyword: +women's +hats

Example search: hats for women

3.3  Phrase Match: Ads may show on searches that match a phrase, or are close variations of that phrase, with additional words before or after. Ads won't show, however, if a word is added to the middle of the phrase, or if words in the phrase are reordered in any way.
Symbol: "keyword"
Example keyword: "women's hats"
Example search: buy women's hats

4.4  Exact Match: Ads may show on searches that match the exact term or are close variations of that exact term. Close variations here may also include a reordering of words if it doesn’t change the meaning, and the addition or removal of function words (prepositions, conjunctions, articles, and other words that don’t impact the intent of a search).
Symbol: [keyword]
Example keyword: [women's hats]
Example search: hats for women

5.5  Negative Match: Ads may show on searches without the term. So, if you’re a hat company but you don’t sell baseball hats, you could add “-baseball hats” as a negative keyword so that your ads don’t show for people searching for baseball hats.
Symbol: -keyword
Example keyword: -baseball hats
Example search: women’s hats

How Do Match Types Affect Your AdWords Results?
Match types can have a major impact on your account’s performance: they’re the control you use to determine exactly which search queries you’re bidding on. As you determine which match types to use for each keyword, there are a few key components to consider:

Performance to Date — How a keyword or similar keywords have performed can give you insights into which match type will provide the best return on your investment.
Competitors — How your competitors bid on certain terms and structure their own accounts, as well as how their accounts have performed historically will all impact the return you see from certain match types.

Bids — Cost per click and cost per conversion are heavily impacted by bids – often advertisers employ various methodologies for manipulating bids and frequently bid more or less aggressively based on the match type – this can strongly influence which match type is most appropriate.

Ad Text & AdWords Account Structure — Many advertisers will break out a “money” keyword and run it on broad, phrase and exact match types – perhaps even segmenting those match types out and writing specific ads for each. The way an advertiser structures an account can also have a massive impact on performance for different match types.

Optimizing your use of AdWords match types is crucial because it allows you to reach your target audience while avoiding unnecessary spend on irrelevant clicks. Learn more about optimizing your match types in our AdWords Matching Options Guide.