Match question-- Broad/exact/etc.

Hey all, long time no talk. My first q is this: What's the difference between "cocacola" and cocacola with no quotes? Will Google consider cocacola a broad match phrase and search similar things like 'soda' or coke' etc.? or is one word going to be exact match.

I just need some advice for this...I'm setting up an Adwords campaign and let's say the product is coca cola. I've made a huge list of negatives, but I'm confused about which match type I should use for my positives.

My positives right now are setup like this:

cocacola
"coca cola"
"coca colas"
cocacolas

etc. I just don't know what quoting the single words would do.

Any advice would be awesome

Hope everyone is doing well, making loot I'm trying to quit my 9-5 SEO internship (everyone was right, it's boring as fuck linkbuilding) by making enough $$ online.

Also, I've forgotten how to determine what max CPC I should use... could someone link me to a good little tutorial? I can't find my Adwords for Dummies book