realgames - 11:58 am on Sep 28, 2004 (gmt 0)
I have recently changed my campaign from broad match to "phrase" and [exact match]. I used my knowledge of the market, Google Keyword Tool and natural searches to come up with a list of keyword "phrases" and - negative keywords. My aim is to increase CTR and serve more targeted ads. It does take some time though and I am still tweaking one month in. I am finding that "phrase" match is preferable to [exact]. Overall I have reduced impressions (by stopping use of broad match and adding a huge list of negative keywords) and increased CTR. This has also reduced my CPC as my improved CTR gives me the same rank for less outlay. Worth the effort in my opinion.