Broad Match Keywords, which target any word or phrase which is generally related to the initial inquiry, including synonyms, misspelling, and anything similar.
Phrase Match Keywords, which target an exact phrase, but includes extra words added in front of or after the words, such as the best.
Exact Match Keywords, which target the user’s intent, accepting misspellings, shortened versions and reordered ords to gain results that match the exact search chosen.
Negative Keywords, which encompass all of the types shown above, but that show what you do not want.