So say for example my keywords are: "blue widget" [blue widget] Will my cost be less for [blue widget] since it is more defined? If someone types in blue widget will that use the [blue widget] keyword? Kyle
Using the exact matching option should bring a higher CTR as it is more specific, having a high CTR will bring down your cost per click so I would recommend using this. The phrase match targets more general keywords which will generate more page impressions but with a lower CTR. If you are struggling to receive enough traffic I would suggest using the phrase match option in addition to the exact match.