Many new users fail to understand keyword match types and the effect this can have on their bidding, costs and overall campaign performance.
This presentation gives a brief overview of the options available to Pay per Click advertisers. Although this presentation uses Google AdWords as the examples, the same logic applies to Bing Ads, Microsoft's PPC platform.
If you plan on managing your own PPC account, it is vital that you understand how the different keyword match types work.
Google made changes to the way AdWords match types function from May 2012 and this post provides details of that update. You can also watch a presentation giving an introduction to Google AdWords on our AdWords tutorials page.