Don't use broad matching

At least not to start off with. What's broad matching? From the horse's mouth:

“If you include general keyword or keyword phrases-such as tennis shoes-in your keyword list, your ads will appear when users search for tennis and shoes, in any order, and possibly along with other terms.”

With expanded matching it becomes even harder to know when your keywords will show, because Google will pick them algorithmically.

Broad match is usually used by experienced advertisers looking to save time (usually with a long list of negative keywords) or by lazy advertisers, who may not have the time or the inclination to target their campaigns. Broad matching can also be the right way to go for parts of certain kinds of campaign, but wading straight into it can be dangerous.

 

Somehow right. new advertisers should not use this.Instead if you have targeted keywords. use Exact matches only

 

Broad match or phrase match, they still bоth don't give off аny signs of hard оr easy competition.

It's аbоut thе quality оf thе top 20 sites. How manу links еасh оne has. Page Rank (yes i ѕаіd it). Is іt an authority? Is thе content unbeatable?

You саnt јust wrap speech marks arоund а phrase and hope for a low number.

That. is. really. crazy.

 

some customers are still require broad matching

 

Only use broad is you are somewhat experienced and also use negative keywords. Other than that you should almost always be using exact match in my opinion.

 

This is the first lesson of keyword research

 

Only use exact match to begin. if you are not getting the desired traffic then move to "phrase" search and add negative keywords. You are going to waste a lot of money using broad match and your bounce rate will likely go through the roof. Its the corporations that use broad match because they are looking for branding just as much as the ROI. Most of us are using Adwords to make money.. not for branding.

 

I agree some customers may require broad match keywords, so I suggesting using broad match and modified broad matches while putting together a long list of negative keywords. Golden rule of thumb is to use exact matches if theres sufficient traffic. If you can'tconvert with an exact match, very difficult converting with other keyword matchings.

 

Broad matching can be useful if you're not sure of all the search phrases customers will be using to find your service/product. But it has to be watched carefully as it can ruin CTR and cost $$$ quickly.
Best to let it run for a few days, then click the button to see SEARCH QUERIES -- that way you can determine if you need to just add a few -negative keywords, or if you need to switch to phrase and/or exact matching.