10 - exact 9 - negative 8 - broad 7 - phrase however, they all perform very differently for a reason. Exact will usually always provide the highest return because it not being mapped to hundreds of other keywords. You get what you pay for when going exact. Broad is very useful because you may not want to create a portfolio of 1 billion keywords for a 1 time a year search. Unfortunately, there are many of these kinds of searches done per day so ROI is really low, but you can discover many great keywords that should be turned into exact matches Negatives should always be used to eliminate the crap google sends you with their extended broad matching feature phrase is helpful but only in unique situations Lastely you should always be running an exact and broad of each keyword variation. It allows for the greatest exposure and provides more control over your campaign spending.