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Interesting slide but the smaller things that can be confusing - cafe and café are treated different. All punctuation except "&" "_" are treated as spaces. Apostrophes are treated as apostrophies when added correctly. And keywords are not case-sensitive.
The two 'Did you know...' points below are important to remember.
Few new things I learned about broad match - like each expansion is measured in effectiveness for each advertiser and that impressions of the expanded broad match are not used for quality score evaluation.
Negative Keywords can be used in all match types (this is 1 fact that I think few people know). What is important to note in negative keywords is that broad match negative keywords never replicate the way broad match keywords work. Which means that a broad match negative will not not show your ad for synonmys, plurals etc. So if you are sure you don't want certain types of keywords to show your ads you should add pluarals and synonmys too.
While the example on Long Tail here is only related to misspellings, Long Tail keywords are any keywords that are low volume and low competition keywords leading to lowered CPCs. But I believe no matter how much you want to expand the long tail, the words you choose should directly be related to your product /service. Also your bid to have cheaper keywords should not lead to your overall quality score dropping. Having high CTRs and high relevancy also help lower CPCs
