Keyword going from broadmatch to exact match

Should it decrease CPC?

[genem]

Hello there, fellow advertisers.
After some time of flirting with Adwords, I am just now really beginning to get it, and I would really appreciate your help. I know how important it is to maintain the account history, and so I am hesitant touch my account setup without solid theory backing.

These are the questions I am currently struggling with:
1.With all keywords broadmatched, will exact-matching them decrease the CPC since now they will be perceived by Google as more "relevant"?
How to go about the broadmatched keywords? Just leave both broad and exact matches or delete one or the other?
Does changing the matching options have any effect on CPC and keyword performance history?

2.What happens if the same keyword is found under two or more adgroups. How does google decide which ads to run?

Thank you for all your help!
This forum has taught me much.

[marek]

1.With all keywords broadmatched, will exact-matching them decrease the CPC since now they will be perceived by Google as more "relevant"?

I wouldn't say more relevant, but they probably get more CTR. Exact match used to get higher CTR than broad match, but not always. Of course, you get much lower impressions in the same time.

How to go about the broadmatched keywords? Just leave both broad and exact matches or delete one or the other?
Does changing the matching options have any effect on CPC and keyword performance history?

You can use both broad match, phrase match and exact match in the same ad group. You hardly change the performance of such a combination in total, but you get a chance to change the Max. CPC of the individual matches according to their CTR and/or conversion rates.

[genem]

Thank you, Marek.
This is valuable information!