1. Broad Match Keywords:
- Description: Includes all variations of the keyword, including related words and synonyms.
- Example: If the keyword is “digital marketing,” ads may appear when you search for “online marketing” or “marketing strategies.”

2. Phrase Match:
- Description: Includes the phrase specified by the keyword with the possibility of adding words before or after the phrase.
- Example: If the keyword is “programming courses”, the ad appears when searching for “best programming courses” or “online programming courses”.

3. Exact Match:
- Description: Ads appear only when the search exactly matches the specified keyword or phrase.
- Example: If the keyword is “professional cameras”, the ad only appears if the search is “professional cameras”.

4. Negative Keywords:
- Description: Helps to exclude some unwanted searches that may be relevant but not relevant to your campaign.
- Example: If you sell “laptops” and want to exclude “used computers,” you can add “used” as a negative keyword.

5. Long-Tail Keywords:
- Description: Longer, more specific phrases of three or more words. They are more specific but often less competitive.
- Example: “best beginner photography cameras” instead of “cameras.”

6. Related Keywords:
- Description: Words and phrases that are related to the main keyword but are not necessarily the same. They are used to increase reach.
- Example: For “phone charger,” related words might include “USB charger” or “fast charger.”

Using different types of keywords can help improve your search ad targeting and expand your reach to your target audience.