Why Use Phrase and Exact Match Keywords?

A reader wonders:

For an adgroup is it necessary to add phrase match and exact match of the broad match keywords, when phrase and exact match are a subset of broad match keywords?

Here’s my answer:

If you add the phrase and exact match variations, you’ll find that they get different CTRs and different conversions. You may find that you optimize differently for the different kinds of traffic.

You may also find that some broad keywords don’t pay for themselves, while the phrase and exact match do. Remember, with broad match, you’re relying on Google to decide what’s a relevant search. Sometimes they get it right, and sometimes they don’t.

Google’s interest is getting as many clicks as possible. Your interest is in getting only the right clicks.

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