Widgets vs. [widgets]

[delizia]

Hello to all!

I was wondering if anyone with a better understanding of AdWords than me can help me unravel this mystery.

Say I am selling widgets, and in one ad group I bid on the following keywords:

...........CTR..Av.Pos. 
widgets....2.0%....1.5 
[widgets]..1.5%....2.0 

If a user searches for

widgets

, does Google automatically select my exact match first, or the one that has the better CTR?

OK, normally the exact match should have a better CTR, but that is not necessarily true, especially if the broad match has less competitors because many only bid on the exact match.

I am asking because if the exact match is always selected first, in some cases it could be counterproductive to include it at all - it would push click costs higher by having a lower CTR, while the broad match might actually end up higher thanks to its better CTR.

Is there something I am missing?

[eWhisper]

Post 10 & 11 should answer this question:
[webmasterworld.com...]

If you need more enlightenment, feel free to ask.

[delizia]

Thanks eWhisper!

If I understand the thread you pointed at well, then yes, in some cases it might make sense to pull out the exact match and allow the exact matches to be picked up by the broad matched keyword instead!

Thanks again! You're all so helpful that I decided to pay my fee out of sheer gratitude.

Delizia