The biggest thing I believe is noticing patterns to match 5’s; not all of them are super obvious. For example, two gold coins up above a match three of silver coins with a gold coin on each side. It can be pretty easy to miss an extra turn like that.
My strategy is to play the center. It is harder to get higher matches on the sides, so I avoid them. Specifically, I play the bottom center, since it is also hard to get a higher match with a chest blocking the spawns on top. You eventually want to end up with all of the caskets and chests at the bottom where they are out of the way.