Choosing the right match type is still one of the fastest ways to control both the relevance and cost of your paid traffic.
Broad Match Casts the Widest Net
It captures the most volume but also the most irrelevant traffic, and needs a strong negative keyword list to stay efficient.
Phrase Match Balances Reach and Control
It captures a wider set of relevant variations than exact match while filtering out much of the noise broad match allows through.
Exact Match Maximizes Relevance
It limits volume but tends to deliver the highest-intent traffic, making it well suited to your most important, highest-converting terms.
Next step: Use the Keyword Position Checker to see how your organic and paid presence compare for the same terms.