1. Matches with the largest number of searches . This is the
default adwords keyword match type. Will match with all relevant variations of your
keyword(Expanded matching)
1)Synonyms
2)Related pharases
3)Plurals
4)Obvious misspellings

2. Sample Keyword : Buy Flowers
Buy Flowers
Buy Red Flowers
Flowers Buy
Buy tulips

3. Tennis
Shoes
Buy Tennis shoes
Second hand tennis shoes
Running shoes
Tennis Traiers

4. 1) Shows ads on may related terms with little effort and research
2) You don't need to think of all the variations
3) Potential for maximum traffic
1)Shows ads on many related terms
2)Your ads could show on irrelevant searches

5. Phrase Match Keyword
1)Matches with a reduced number of serches
2)Ad does not appear for variations
3)It will appear if the keyword is typed in,in correct order,with words either side
4)This does not match singular and plurals

6. Phrase Match Keyword Examples
Sample Keyword: Buy Flowers
May show for these queries:
Where can I buy flowers
Buy Flowers in usa
But not for these queries:
buy red flowers (there is an extra word in between)
flowers buy (the words are reversed)
buy flower (this is the singular)
Buy tulips (the words are different)

7. Phrase Match Keyword Examples
Sample Keyword 2: Tennis shoes
will match to:
Red tennis shoes
Buy tennis shoes
Tennis shoes as worn by
Will not match To
shoes for tennis
tennis shoe
tennis trainers

8. 1)More likely of only appearing on relevant searches
2)Improved quality score and ROI
3)You have much more control over your ads
1)Singulars and plurals are not matched
2)Eliminates potentially profitable impressions
3)Reduced impressions and traffic

9. Exact Match Keyword -
Only most relevant searches Most targeted matching option
Sample Keyword 1 : [buy flowers]
May only show for the query
Buy Flowers (capitalization doesn’t matter)
buy flowers
Sample Keyword 2 : [Tennis shoes]
May only show for the query
tennis shoes
Tennis Shoes
Note:
Will not match to
Tennis shoe
red Tennis shoes
Buy Tennis shoes

10. 1)Gives full control over what triggers an ad
2)You will only appear for relevant searches
3)Storngest potential click through rate and quality score
4)Much improved margins for each click
1)Greatly reduced traffic and exposure
2)While margins may imporve ,actual sales vlume may decrease
3)Extensive keyword research is required

11. Negative Keyword match
Advantges:
1)Helps eliminate irrelevant searches
2)Controls who will not see your ad
3)There is no expand matching for negatives
Sample keyword : cheap
Your ad will never show for these queries
Buy cheap flowers
Cheap flowers in usa
Your ad will never show for these queries
Used tennis Shoes
tennis Shoes used
Sample keyword : used
Dis Advantges:
None!