Search for matches that result in a special item. These are created with matches of five pieces in a row, or a "T" or "L" shape (for the Candy Blaster or Mega Bomb). Always start matching from the bottom unless you need to free some Gingermen or do another important task elsewhere on the level. This will increase the chance of a chain reaction.
Special items
Do not choose to have a special item with you until you have already tried the level and know that it will be difficult to complete unassisted.