At the moment I'm bidding on 'web design + regional qualifier'. It's a hefty price. I bid on phrase, exact and broad and use over 100+ negatives. The problem I have is that I use all three matches including broad as the search volume is very low. I also figure that as all my other competitors (not just local/regional but national) use broad match and if I didn't pay top whack and went for even longer tail phrases than 'web design + regional qualifier' and without broad match then I'd get no visibility and no traffic. Would that be a fair assessment, that in some circumstances if everyone is bidding on broad match and paying top whack where the search volume is low then really I've just got to get a decent quality score and do everything right and pay top whack? Cheers DPGBB