Exact Match CTR vs Broad Match CTR

[mega]

Consider this:

Company A uses the keyword [widgets] and gets a CTR of 3.0% on Google.com with no syndication.

Company B uses the keyword widgets (broad match) and gets a CTR of 6.0% on Google.com with no syndication.

When someone searches for "widgets" and google uses the CTR to compute ad position what CTR do they take for Company B? (the broad match)

Do they use 6.0% or do they take a subset of the data and realize that it is probably more like Company A's 3.0%...

Is this too confusing?

Regards,

[vibgyor79]

My guess is that Company B's ad copy will get a higher ad position assuming -

- Company A does not have a broad match 'widgets'
- Company B does not have an exact match 'widgets'
- Max CPCs for the keywords for A & B are identical.

[mega]

Thanks for the reply,

I think Company B would get the higher ad position too. Do you think this is because the CTR would probably be higher for the broad match?

Google phone support seems to give me a different answer.. they seem to imply that the actual ctr for the broad match keyword is NOT compared against the exact match,

I doubt this is true...

A lot of advertisers are doing well with high traffic broad match keywords because the adwords system accepted them in the past...now that things have changed I find it really difficult to get accepted with a broad match keyword.........at least the high traffic ones,

any comments on this? anyone?