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As every PPC expert knows selection of right Keyword plays a vital role in success of Google search campaign. When it comes to bidding on a keyword, you need to choose the right keyword match type, which enables Google Adwords platform to know how aggressively or restrictively you want it to match your ads to searched keywords. Each keyword uses a matching option to help control which keyword searches should trigger your ad. You can choose multiple matching options for a keyword. There are four different keyword match types. I will explain each keyword match type and how they differ from each other.