Here mentioned some of important and useful points foe batter performance in Google Adwords PPC (Pay Per Click) Services.
Broad match: This is the default option. When you include keyword phrases such as tennis shoes in your keyword list, your ads will appear when users search for tennis and shoes, in any order and possibly along with other terms like: new tennis shoes, mens shoes for tennis, and so on…
Broad matches are often less targeted than exact or phrase matches.
Phrase match: Your ad appears when users search on the exact phrase also when their search contains additional terms, as long as the keyword phrase is in.
Same order: A phrase match for “tennis shoes” would display your ad if a user searches on: red tennis shoes, newtennis shoes, but not for: shoes for tennis
Exact match: The search query must match your keyword. This means [tennis shoes] will only match a user request for: tennis shoes and not for: red tennis shoes, even though the second query contains your keyword.