My company is a cleaning company therefore "cleaning" is a very big keyword. How do I keep from spanning that keyword across all ad groups and putting it in all keyword phrases. For example: "house cleaning st. charles", "window cleaning st. peters", "house cleaning services" all have the word cleaning in them. I've been using broad match which I think is skewing things. How do I remedy this? Should I only use exact match keywords? Please help?
Technically "house cleaning st. charles", "window cleaning st. peters", "house cleaning services" are all different keywords and searches. I would use phrase and exact match first. See if you are getting impressions and clicks there first. With broad keywords you want to control budget and use a lot of negatives because the keyword cleaning is very broad.
definitely go exact. anything else and you will likely lose a lot of money on useless clicks. you likely want long tail keywords, 3 words or more. Also, promote something very specific. Some aspect of the type of cleaning your company does as opposed to the generic cleaning.