Search Engine Forums, SEO Forum

In an internet marketing campaign, keywords are the heart and soul of the campaign, and as such, you must pay close attention to the keywords that you pick.
The majority of individuals are unaware that the keyword match types that you choose have an impact on the results that you get.
there are 5 types of keyword matches, they are:
Broad match (max reach, min relevance)
Modified Broad match (slightly lower reach, greater relevance)
Phrase match (medium reach, medium relevance)
Exact match (min reach, max relevance)
Negative match (usually used to increase the relevance of the website visitors)

Hope it helps!

The match type helps you find your audience by filtering out keywords that are not relevant to your business or industry. For example, let's say you run an outdoor sporting goods e-commerce website. Using the broad match modifier on your keywords will ensure that users find your site when they search for "kayak," "sunglasses," "hiking boots," etc. Even though those may not be relevant results for your site, broad matching helps you get found for related searches, even if they aren't specific enough to rank. Broad match is useful when you want as many visitors as possible.