𝗧𝗮𝗿𝗴𝗲𝘁𝗶𝗻𝗴 𝘄𝗶𝘁𝗵 𝗠𝘂𝗹𝘁𝗶𝗽𝗹𝗲 𝗠𝗮𝘁𝗰𝗵 𝗧𝘆𝗽𝗲𝘀

Why do I recommend targeting keywords and keyword phrases with multiple match types?

Because each match type is different – they perform differently and generate revenue differently

𝗘𝘅𝗮𝗰𝘁 ➡️ 1 keyword/keyword phrase = 1 customer search term
⚫️ generally, more expensive but highly relevant
⚫️ higher CTR and CVR

𝗣𝗵𝗿𝗮𝘀𝗲 ➡️ 1 keyword/keyword phrase could cover 20+ customer search terms
⚫️ somewhere in the middle between exact and phrase

𝗕𝗿𝗼𝗮𝗱 ➡️ 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