Embedded Match is a negative exact match. It prevents your ads from appearing on certain exact match phrases.
For example say an advertiser is using a broad or phrase match keyword for apple ipod accessories but does not sell actual Apple iPods. The advertiser can use an embedded match for -[apple ipod] and -[apple ipods] to avoid coming up under those search queries but still be eligible to appear for a search on apple ipod earphones and apple ipod covers.
Using exact match and negative exact match together doesn’t make any sense – you won’t get any impressions for the exact match keyword. If you sell both iPod accessories and iPods, then you may need multiple AdGroups. For example, one AdGroup for the Exact Match [ipod nano], and a second AdGroup with the Phrase Match “ipod nano”, and the negative exact match -[ipod nano] to allow matching of qualifiers such as “cover”, “headphones”, “charger”, without showing an advert for accessories to someone looking for an ipod nano.
