Msg#: 3786899 posted 2:44 am on Nov 16, 2008 (gmt 0)
No it's very bad practice and often results in low quality score.
It used to be the done thing. Perry Marshall used to recommend it and it worked great but nowadays it tends to snag delivery. I've seen replicated keywords (in different matches) removed and quality score move from poor to great almost instantly.
Msg#: 3786899 posted 5:13 pm on Nov 16, 2008 (gmt 0)
It's still a great idea to break out keywords into the 3 different match types, but you might want to split them up into three different ad groups as cyberandroid mentioned. Then for each match type you can specify its own bid and its own ad. This is helpful because searcher intent is often different for the traffic you get on each of those match types.