I'm a bit unclear about use of keyword matching options. Does including a keyword phrase using all three options create a conflict in my ad? For instance, using: big rubber ball "big rubber ball" [big rubber ball] Should I use all three mathcing optioons for all my keywords? If not, could someone give me a little guidance on how to best optimize my keywords? Thanx.
I usually start will all 3 options (depending on price/market) and watch them until X number clicks. At that point I make the call on which to keep running - i.e. which variation is producuing the best conversion %.
I think you may be doing yourself a favor by having all three and managing bids on each term. Google should be trying to match to exact match (in brackets) if all other factors are equal. If there isn't an exact match it would go looking for a phrase match (in quotes) and would match "The big rubber ball" to "big rubber ball". If the phrase wasn't found it would get a general match that might match "rubber ball" to big rubber ball (no quotes or brackets). So you might just bid on all three and adjust after a few hundred or thousand impressions.
Also don't forget to track which keywords convert to sales. Not all keyword matching options convert the same! You should delete the ones that don't convert.
If you're going to use broad match, make sure you've done thorough negative keyword research or you could lose a lot of money.
what is the difference in having the broad match + negative keywords and matching the keywords using exact and phrase match ? will it have any diff. in CTR or is that dependent on the market one is targetting?