I am going to be starting my first campaign and after reading countless adwords tutorials I am struggling with the match term concept. I understand that exact matches are highly targeted and will probably increase CTR even though traffic is light but is there any use to the broad and phrase match options when dealing with a highly targeted 'safe' campaign? I don't want to make any absurd mistakes starting off. Is broad and phrase match worth experimenting with? What would you do? Cheers.
I would start with some exact match keywords that you have researched already and for which you know that they have a good search monthly amount. Broad is just for discovering new keywords,so whenever you discover a good new keyword you just put it in exact match. With exact matching you can control for which keywords your ad can be displayed on google and for which not.In other words you can target only the profitable keywords so you will sure also have a better ROI with exact matching. Broad match can lower your CTR and get irrelevant leads. It is always better to use exact matching than broad or phrase.
I always start my campaigns with broad match only and then I start breaking the relevant keywords down into phrase an exact. It depends which keywords you start with. If you start with "make money online" then I recommend you use that as the only keyword in your campaign But if you're going to start with long tail and niche targeted keywords, then you can start off with broad keywords only. I can show you how I do it in my Free AdWords Video Tutorial