One of the best things about running pay per click advertising with Google is the amount of control you can have over your ads using match types.
For those not in the know: when you build new keywords for an account, you have to select a match type for them. The match type helps determine how close the user’s search term has to be to your keyword for the ad to be shown to the user. This allows for some strategic ad builds.
Each of the match types have their own uses and nuances. Here’s a handy chart outlining the basics: