Most of the users when starting the search on the internet they use Google. Research says that more than 80% of people use Google as their search engine, so it makes sense to use Google Ads for your Search Engine Marketing.
There are 4 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 villas, your ad might be displayed if a user types "luxury cars," "expensive villas," or "luxury interior."
Broad Match Modified: This match type is created by a + sign in front of your keywords. So Google understands that the search query must include that term with + sign. For example, if you use a broad match modified as +luxury +villas, your ad might be displayed if a user types luxury goods, luxury phones, luxury interior, luxury automobiles, etc.
Phrase Match: Keyword phrases are multiple 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 "formal shoes" then your ad will be shown to anyone searching for leather formal shoes, formal shoes for the office, uniform with formal shoes, etc.
Exact Match: This is the further narrow down of your target audience your ads will only show with the exact search query. This type of keyword is created by putting your keyword(s) in brackets.  For example when you say [buy laptops] then your ad will be shown to the user only when they search buy laptops and not anything else like buying a smartphone, rent laptops, gaming laptops, buy headphones, etc.
So when you use these keywords match type properly, the probability that your ad will be shown to the right prospect increases.
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