PPC Gives More Latitude
Keywords are still a vital component of PPC results on the SERPS. Managing the intent wisely can not only save your campaigns money but also achieve better conversion results for your final desired outcome from visitors. The tools of setting your Broad, Modified Broad, Phrase, and Exact Match types can make a huge difference in results. These settings can be used for different purposes at different times also.
For instance, when beginning a campaign when looking for search term pricing on PPC, a Broad setting might get us better feedback in order to get started, then however, the Match Type can be refined to target a more specific searcher.