I have been a user of Google Adwords since 2004. When I was first introduced I poured everything into learning about how to use it to my advantage. Over the past few years I have not proactively done much but just let it ride. My ROI on my spend has always been good even with per click rates going up.
I scheduled a call today with a Google Adwords Rep. We went over my account as I want to improve upon my results. She brought up to me that all of my key words were "Broad Match". I was shocked to learn this as when I set up my account and managed it for the first few years I specifically remember having Exact Match and Phrase Match keywords. The Google rep review my changes in the history and could not find where this change would have occurred I do not know what happened. Has anyone experienced a problem such as this or am I just crazy?
