Keyword match types can have a huge effect on bidding, costs and overall campaign performance.
This presentation gives a brief overview of the options available to Pay Per Click advertisers.
The presentation talks about AdWords, the previous name for Google Ads, and all the advice applies to the rebranded service.
Although Google Adwords examples are used, the same logic applies to Bing Ads, Microsoft's PPC platform.
Google Ads Keywords Match Types Presentation
If you plan on managing your own PPC account, it is vital that you understand how the different keyword match types work.
If you have a Google Ads account set up but feel you may not be getting the best from it we offer a Review service – or as professionals with over 17 years' experience using Google Ads we can also provide professional account management services for you.
Please note this post is from 2011 so check this item for any updates.