What is better? Exact or broad match option? In broad match there are a lot of useless keywords. What is the best way for conversion testing in broad match option?
phrase or exact often work better than broad. I suggest trying al three modes at first. You'll be able to see which kind of match works best in each case. After a while you can delete the 'noisy' versions.
If your target is to optimize your conversions then exact match will be the best choice, however if you are looking to increase volumes(clicks) then broad match is the best option alongwith perhaps adding a few negative keywords.
in my opinion pure broad match is the better as it gives you more traffic. If you have more traffic per keyword this means a rapid developing of your Quality Score and consequently a lower actual cpc. Your objective in AdWords is always high traffic and a high ROI (low bid) isn't it? So use broad match. Forget mixes: broad+phrase+exact of the same keyword this will split your Quality Score cell and statistics into 3 places - if this is really useful, AdWords team would created a tool for that months ago. When using broad match you need to add tons of negative keywords to your campaign or it will not work as expected.
disagree. broad matches bring lots of traffic, but not focused, so CTR will be lower. if it gets too low, your CPC will increase. I'm not saying NO broad YES exact. The choice depends on your needs and the kind of product and/or website you are working. For example, if you are sending your adwords clicks to merchant products, unfocused clicks are disastrous, but if you want lots of people going into your website to click your adsense ads, then you are fine going broad. Mi suggestion about using the three alternatives at a time is for a 'trial period' so you can figure out wich way works best for you, so 'statistics' and quality score will not be affected, and you will end up doing a better choice of keywords (assuming you want focused clicks).
Windows. (We have a client who manufactures glass windows and security window fittings, and broad match would be useless for most of their keywords as there are so many similar searches for Microsoft Windows and Windows Security.)
I always go for broad match, it all depends on how effectively you use the negative keyword option., i have a ctr of 15% for some of my adgroups and the cpc (over all) never exceeds 10 cents.,
health-related words is another example. you want to sell a pill for liver problems, you may get searches from lots of people researching about liver physiology and looking for sautee veal liver au white wine recipes. Again, it is not broad VERSUS exact. It very depends on each case. I also use broad keywords, but keep an eye on them and delete those that are generating lower ctr.
I agree about balancing volume with relevancy. I've found the idela balance is a combination of phrase match with negative keywords.