As internet marketing consultants we know the importance of finding keywords with the highest conversion into sales for your internet busienss. Knowing the different match types is vital to figuring out which ones to use in your account. This way you can allocate which keywords to spend more money on and not waste time having to try out what works for your website through trial and error.
As a rule of thumb, broad tends to be more expensive, phrase is great for those keywords that only make sense in that exact order or phrasing.
Try to make it be as exact as possible. This is great for those competitive terms that may be a bit more costly but you know you always want to show up for, or those terms that don’t make sense in any other order. Everyone has a match type they like to stick with but knowing which works best for your business is the best and most efficient way of saving time and money.
Testing your keywords on all three match types is always an option, but it is time-consuming, can be costly and may not be worth it for those who have a limited budget. If you can accomplish your business goals using an exact match keyword, then why add it on phrase and broad as well?