The keyword match types you choose for your campaign can have a major impact on its performance. Broad match type helps you reach a much wider audience but it can also quickly wipe out your budget and result in fewer conversions. The other options provide a greater degree of control but offer fewer impressions.
When determining which match types to choose, take the following into consideration:
Performance: Regularly review the Search Terms Report to see how certain keywords have performed to date. This can give you invaluable insight on which match types provide the best return.
Competitors: AdWords is essentially its own ecosystem. How your competitors bid on certain keyword phrases and structure their own campaigns can impact the results you get from different match types.
Bids: The more demand there is for a keyword, the more it will cost to bid on it. The actual amount that you will pay per click will be impacted by the bids, regardless of the match type.
Optimising match types is a critical aspect of your PPC campaign as it allows you to more effectively reach your target market. In the next section we cover long tail keywords and how they can generate a greater return for your business.