If I use lot of keywords (as many as I can find relevant to the Ad Group), is the best strategy to use Exact or Broad Match for all the keywords? I understand the using Exact Match will give the keyword better CTR (thus lowering the cost per click), but does it bring you less traffic? Is there is “rule of thumb†to follow for setting up keywords (broad vs. exact) if I use lot of keywords. Thanks in advance.
Hi maha, you're right on everything you've said but: a pure exact match group gives you very less traffic compared to a broad match group; the broad match group gives you more traffic BUT you need to worry with adding negative keywords to do not attract unexpected traffic to your site. for example: you have a computers shop if you use exact match and have the keyword: [buy computer] your ad would not trigger for who type variations like: buy a computer <-- this means loss of traffic using broad match: buy computer your ad would be triggered but would also appear for: buy used computer so for broad match you need to worry for a lot of negative keywords like: -used to do not attract this traffic and also to do not hurt your CTR as these guys do not click on your ad - this is not a problem for exact match. I personally prefer broad match and adding the negative keywords to the campaign - this brings more traffic and traffic is very precious in AdWords.