Keyword Match type is, how your keyword matches to a user’s search term .Your campaign performance depend on keyword match  type , There are three keyword match type is .

• Broad Match
• Phrase match
• Exact Match

Broad Match :

Broad match keyword is a type of keyword match, where, when a searched keyword is related to your keyword, ads will show. For example, if your keyword is ‘Drop Shoulder T-Shirt,’ your ads may be triggered when someone searches for ‘Unisex Drop Shoulder T-shirt,’ ‘Oversize Drop Shoulder Shirt,’ or ‘Oversize T-shirt.’ Broad match will match anything related to your keyword.

Phrase Match:

Phrase match keyword is a type of keyword match, where the searched keyword includes the exact phrase you’ve specified. For a phrase match keyword, you need to put double quotes around the keyword. For example, if your keyword is “Drop Shoulder T-Shirt” , your ads may be triggered when someone searches for ‘Unisex Drop Shoulder T-shirt,’ ‘Oversize Drop Shoulder T-Shirt,’ or ‘Best Drop Shoulder T-shirt.’ Phrase match keyword is the meaning of the user search term.

Exact Match:

In exact match, your ads will only be triggered when a user’s search query precisely matches the keyword you have specified, without any additional words or variations. For an exact match keyword, you need to put square brackets around the keyword. For example, if your keyword is [Drop Shoulder T-Shirt] ,your ads may be triggered when someone searches exactly for this keyword and not for variations like ‘Oversize Drop Shoulder Shirt,’ ‘Best Drop Shoulder T-shirt,’ or ‘Oversize T-shirt.

Which keywords match you will pick for your first campaign?

Your keyword match type depends on CPC, your budget and your niche. Broad match increases visibility and reaches a broad audience. If you are from a big industry, your audience will be large, and for an ads campaign, broad match is perfect, but it may also result in irrelevant clicks. For this reason, your budget should be high. If your budget is smaller, what will you do? In this situation, I personally recommend phrase match because it helps to capture a more targeted audience while allowing for some flexibility. However, when your ad is for a specific audience, then you should choose exact match. It may have lower traffic but can be more relevant.