Why do I recommend targeting keywords and keyword phrases with multiple match types?
Because each match type is different โ they perform differently and generate revenue differently
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1 keyword/keyword phrase = 1 customer search term
generally, more expensive but highly relevant higher CTR and CVR
๐ฃ๐ต๐ฟ๐ฎ๐๐ฒ 1 keyword/keyword phrase could cover 20+ customer search terms somewhere in the middle between exact and phrase
๐๐ฟ๐ผ๐ฎ๐ฑ 1 keyword/keyword phrase could cover 50+ customer search terms low cost per click least relevant and less likely to match the search intended by the buyer
Broad and phrase match increase ad exposure as they cover a wide range of potential keywords and keyword phrase targets
IN ADDITION
Broad and Phrase are discovery campaigns; provide valuable insight into what potential buyers are looking for allow discovery of search term variations that can best tested in new campaigns
A successful campaign strategy targets all three match types one match type per campaign for scalability and optimal monitoring of campaign performance
