The top categories of keywords in pay-per-click marketing are as follows:
Exact match keywords: These are the keywords that exactly match the users’ search terms. Audiences will see your appropriate campaigns when they enter the exact keyword or phrase.
Negative keywords: These conflicting negative keywords are the ones that prevent your ads from being displayed to minimize ad spend wastage.
Broad match keywords: These ads appear in front of your audience for your target search queries and related searches, even if they contain variations, misspellings, and synonyms.
Phrase match keywords: With these keywords, your campaigns are displayed to the audience whenever they use a phrase from your keywords in their search query.