I have all my keywords arranged in one adgroup per keyword with phrase, broad and exact versions in each group and I adjust the price of each keyword according to my conversion results. I track the back-end of every keyword usage and can tell the lifetime value of every keyword.

I saw in the new interface that the broad and phrase match versions of my best keywords have lists of typically 3,000 phrases that have received clicks and conversions.

I can understand that with each poor and inappropriate phrase I should generate a negative key word to improve my conversion ratio. But where a I am puzzled is what to do with phrases that have received cost-effective conversions.

Do I leave well enough alone or is there is a way to reduce my conversion cost by adding the new phrase to my list of keywords. If so, do I add the new phrase as phrase match, broad match or exact match? And do I put it in at a lower bid than my original broad or phrase match keyword? My inclination was to add it as exact match at a lower bid but maybe that is wrong as I do not know how google chooses which keyword it allocates traffic too, other than clickthrough rate, ranking and quality score.

Thanks for any enlightenment on that question

I’ve listened to the interview three times (at least) once when I got it from Glenn’s list, and twice right now. I didn’t hear this ‘clever process for choosing a great ad headline’ — can you point me at it — maybe mention the aproximate location in the recording, either by time or proximity?

Thanks!