Keyword matching

One of the key factors in an AdWords campaign, which can determine the success of our ROI objectives, is the correct selection of keywords and their accurate targeting . Therefore, it's important to understand the matching relationships that can be established and their direct impact on the campaign.
In any case, it's important to keep in mind that online advertising is constantly evolving, so we should never get stuck with the first keyword we come up with. We need to periodically analyze them to find the most profitable ones and eliminate those that aren't viable.

Broad match types Broad match is the default type of match, and it means that the search is activated when the user types one of the keywords, or their variants: singular, plural, synonyms, etc. This way, you reach a broad audience whenever their search matches the established parameter in some way.
Phrase match , on the other hand, adheres to the exact order of words entered into the search engine. The ad will therefore only appear when a specific search is performed or when the words preceding the phrase are searched for. Compared to broad match, it allows for much broader targeting and makes it possible to eliminate ineffective keywords.
Exact match is intended for ads that we only want to appear in a search with specific terms, in the same order, and without any additional additions. It's activated by placing the keyword to appear in brackets. The advantage? It allows for detailed targeting of the product or service being sold and, therefore, a more efficient return on investment in the campaign.
Negative match allows us to prevent our ad from appearing associated with a word we don't want. To achieve this, we need to add a negative sign to the word we want to avoid.
Finally, modified broad match allows us to add exact keywords so that our ad appears when that exact search is performed, slightly modified, or in any order. This allows us to better control the traffic we target.