Keyword research is a crucial step in paid advertising as it helps advertisers identify the most relevant and effective keywords to target their ads. By understanding the search terms used by their target audience, advertisers can optimize their campaigns and increase their chances of reaching the right users.

There are several tools available for keyword research, such as Google Keyword Planner, SEMrush, and Moz Keyword Explorer. These tools provide insights into search volume, competition, and related keywords, helping advertisers make informed decisions.

Once the relevant keywords are identified, choosing the right match type is essential. Match types determine how closely a user's search query must match the targeted keyword for an ad to be triggered. The main match types include:

1. Broad Match: This is the default match type and allows ads to appear for variations, synonyms, and related searches. For example, if the keyword is "running shoes," the ad may appear for searches like "buy sports shoes" or "best running sneakers."
2. Phrase Match: Ads are triggered when the search query includes the keyword phrase, in the same order, but may have additional words before or after. For instance, if the keyword is "running shoes," the ad may appear for searches like "best running shoes for marathon."
3. Exact Match: Ads are only triggered when the search query exactly matches the targeted keyword. Using brackets, such as [running shoes], specifies an exact match. For example, the ad will appear for the search query "running shoes" but not for "best running shoes."
4. Modified Broad Match: This match type allows advertisers to specify certain words in a keyword phrase that must be present in the search query for the ad to be triggered. By adding a plus sign (+) before the important words, advertisers can have more control over their ads' visibility. For example, +running +shoes will trigger the ad for searches like "buy running shoes" or "running shoes for women."

It's important to consider the match type based on campaign goals, budget, and targeting strategy. Broad match types may reach a wider audience but can also lead to irrelevant clicks, while exact match types provide more control but may limit reach.

References:

• Google Keyword Planner
• SEMrush
• Moz Keyword Explorer