Yes, because one of the three factors in deciding quality score is the relevance of the keyword that was searched on to your keyword. Obviously, exact will be very relevant (it's identical), phrase match will be less relevant, and broad match (generally) less relevant still...
on most of my campaigns, the exact match have been similar money if not cheaper and provided a much better conversion rate due to the relevancy
Although I bid on all three, I have found that many times exact match costs more on many of the accounts I work. I am assuming this because advertisers may think there are less people bidding on it, which probably true, but they bid higher because they feel it will pay off. I keep the same cpc on all three and I thought quality score and relevancy would kick in for phrase and exact, but it seems to not outweigh the cpc entirely and comparing side by side, exact seems to cost slightly more. This could be based on volume of clicks, and the exact match ads/keywords not gaining history as fast as phrase and broad, thus not getting their quality score updated as fast. Phrase match seems to be the best cost for highest placement match for cpc, but exact do have higher conversions. I am sticking with all three, until there is strong data toward anyone of the keyword match types costing substantially more over the other.
It really can depend on the market. Sometimes, you can get away with paying the same for all three because you're in a highly undiscovered (or new) niche. Other times, the exact match can cost you an arm and a leg, while the broad match is relatively cheap. However, your conversion rate may also vary. Generally speaking, my experience has shown that phrase & exact convert much better than broad, unless it's a very long tail keyword where the broad and exact match are almost the same. Ultimately, what you need to look for is not as much how expensive it is to bid on a certain keyword, but what's your ROI and your net profit, and how do those suit you? It's a fairly simple decision: Is this match type of this keyword producing a positive ROI, or is it not? Since you don't have to choose between types and can actually put them all in, you don't have to make decisions based against which one produces the max profit vs the max ROI. -T
When you first start a campaign, exact matches almost always cost more than phrase and broad matches, and phrase matches cost more than broad matches. However, once you optimize your campaign, you can generally end up paying the lowest CPCs for the exact matches. This is due to their receiving more clicks, which results with their securing higher CTRs, which in turn permits their CPCs to be lowered more substantially than the CPCs of their phrase and broad match counterparts.