Keyword match types control which searches or terms initiate PPC advertising your ad. This concept relates to precision. For instance, you can use broad match to show your ad to a wide audience, phrase match to ensure that your ad is part of a searched expression or exact match for the most rigid possible precision. Negative match lets you pick keywords and expressions that you don’t want to align with (for instance, your competitor’s branded keywords).Match types are most relevant to search engine marketing but frequently apply to other text-based marketing channels. Choosing the right ad network is an important strategic PPC advertising decision. You should base your decision on the following criteria. How will this ad network help you reach the right audience with the right advertising message at the right time? Do you care more about demographic targeting, interest-based targeting, or both?