GroovyDave - 7:28 pm on Jun 23, 2007 (gmt 0)

I do, but there how will that help when I'm showing for a single word from my broad match - a required word? I can't abandon broad match completely because I can't predict the precise phrasing searchers will use for this type of service. I have some idea, but there are grammatical considerations, all sorts of unique ways people express themselves when referring to this service. I see it in my logs, people 'speak' in all different ways to search engines. Hence, the need for some broad matches.

If you want to prevent showing on a specify query, then use "negative exact match" keywords. For example, suppose your keyword is:

two words

....and you find your ad is showing on the one word query words, but you don't want that to happen. Just wrap the query you don't want to show on with square brackets and add to your adgroup as a negative as follows:

-[words]

Then your ad will show for query two words & other expansions, but never for the specific query words.

Exact match negatives are a very powerful feature to use in conjunction with the search query reports since you can precisely exclude only the queries you don't want. With broad match negatives you risk throwing the baby out with the bathwater.