The rarely used matching option “Embedded match” is a much more sophisticated form of keyword matching. It allows you to prevent your ad from appearing for certain phrases or exact matches. This option is especially useful for advertisers selling merchandise that relate directly to a movie or book title.
For example let say you sell toys and other products from the movie Ice Age. If you use the Embedded match –[Ice Age] your ad will appear for phrase Ice Age toys and Ice age products but not for the exact match Ice Age. This will help you to target more qualified users and dramatically reduce your irrelevant impressions.