Match Type Testing:

Before adding all three - Broad Match, Exact Match, and Phrase Match into the account, I usually start with only Broad Match & Exact Match - Refer to Quality Score post.
Max. CPCs for the two Match Types at that time can be set based on Google’s suggestion or depending on your business logics [...]

An accounts success depends on its Keyword Inventory. Keyword Expansion is not simply adding Keywords to your account, it is researching the best ones that describe your products/services and knowing what your competitors are using/bidding on.
There are a lot of Keyword Research Tools in the market, some for free some on a monthly subscription basis [...]

5 Basic crucial elements of any PPC Account:

Keywords: Keyword list generation, Keyword list expansion, & Traffic estimation
Bid Management: PPC Analysis & Optimization
Match Type Testing: Broad Match, Phrase Match, or Exact Match
Landing Page Testing: Multiple Landing Page skins to identify the one with the highest conversion whilst meeting ROI or CPA goals
Ad Copy Testing: Messages that [...]

Features of Hybrid Account Structure:

Multiple Ad Groups with one Keyword and one Match Type only per Ad Group - Caution: due to the repetition of the same Keyword in different Ad Groups, Keyword Destination URLs could be repetitive; if not being added already, it would be good practice to add a unique identifier at the [...]

Features of Keyword Account Structure:

Multiple Ad Group families with only ONE Keyword
All three Match Types (Broad, Exact, & Phrase) in the same Ad Group - Example: Keyword PPC Bid Management would be in an Ad Group with all three Match Types
One or Multiple Ad Copies per Ad Group

Advantages:

This Account Structure enables writing highly targeted Ad [...]