broad match Vs phrase match

confused about predicted traffic

[stuartmcdonald]

I'm considering switching all my terms over from broad match to phrase match to try and cut down on some of the content network stuff, but am confused about the estimated traffic google predicts when I change it -- the forecasts seem very low.

for example if the original term was
widgets in elbonia

and the clicks were lets say 10 a day, when i switch that to phrase match, the forecast clicks drop to under 1 a day

Would this be because previously the ad would be showing for just widgets and just elbonia, while now it would have to be widgets & elbonia?

I get pretty good clickthroughs on the seach network (ranging 2% to over 11%) but content is uniformally under 1% and often under 0.1%. To try and ratchet up the latter a bit I was plannign the above change across all words -- any suggestions advice much appreciated.

[mike_ppc]

There is only one big problem: all the figures you quoted are based on an estimator that is now well known to be far from accurate.

The most effective thing you can do is try on a small number of KW, see what happens, and eventually compare to the figures produced by the estimator.

Be sure to track even more closely the ROI, to see what influence would such a change bring.