As more than 85% of people use Google as their search engine, it makes sense to use Google Ads for your Search Engine Marketing.
Here are different types of keyword match you can use while working on Google Ads.
There are four types of keyword matches, including:
Broad match This is used widely and will match searches with any words in any order (including synonyms) that include the target keyword. For example, if you use broad match on "luxury car," your ad might be displayed if a user types "luxury cars," "fast cars," or "luxury interior."
Broad Match Modified: This match type is signified by a (+) sign in front of your keywords. Here we are telling Google that the search query must include that term with + sign. For example, if you use a broad match modified as +luxury car, your ad might be displayed if a user types luxury goods, luxury phones, luxury interior, luxury automobiles, etc.
Phrase Match: Keyword phrases are a string of words contained in quotation marks. Your ad will only appear when a user queries your key phrase using your keywords in the exact order you enter them, but there might be other words either before or after that phrase. For example if you give "dry fruits" then your ad will be shown to anyone searching dry fruit cakes, packaged dry fruits, a premium quality dry fruits, etc.
Exact Match: This is similar to a phrase match, but your ads will only show with the exact search query. This modifier is signified by putting your keyword(s) in brackets.  For example when you say [coconut oil] then your ad will be shown to the user only when they search coconut oil and not anything else like mustard oil, coconut curry, etc.
So when you use these keywords match type properly, the probability that your ad will be shown to the right prospect increases.