Can someone please explain in simple english the difference between broad match searching and Keywords. Take this example: 1. I bid $1.00 on "add url" and make it broad match. 2. Party B bids 50 cents on "add url mortgage". Does my $1.00 beat his 50 cents?
Maybe, there's too many factors. Your CTR and behavior both impact this decision greatly. For instance, if your CTR is very low and their's very high, then they may beat you. If you lowered your bid from $2 to $1 and they raise their bid from 25cents to 50 cents, then they may beat you. And many other factors.