Tourz - 6:19 am on Feb 26, 2008 (gmt 0)

AdWords traffic and conversions has been so consistent for us that I basically just let it run, with the odd glance at analytics to see how things can be tweaked. I usually only have two or three ad versions running which have basically the same title. Broad match all the way, 20% bids for content network.

Our conversion rate has been consistent for years both in natural SERPs and AdWords so I know instantly when traffic is low quality and make adjustments to suit.

Your title and ad copy should serve to weed out the people that aren't interested in buying. If your title and ad text is too broad, too appealing, then broad match will hurt your ROI.

I wouldn't want to play with a product that has low margins or that is in too broad of a niche. As a few people have said, trying to please everyone is counter-productive.

[edited by: Tourz at 6:47 am (utc) on Feb. 26, 2008]