Exact Match ads shown before all relevant Broad Matches?

what happens when a KW is bought on both Match Types?

[chotumotu]

If I bid on 'Nike Shoes' on both Broad Match as well as on Exact Match (different creatives & max cpcs) -- and if a user queries for 'Nike shows' -- does the Exact Match always win?

[I know on Overture, all triggered standard matches are displayed before Advanced Matched ads. Am wondering if Goog does this as well? -- or does CTR come into play here as well?]

Thnx!

[NetPro]

No Google doesn't do this, it goes down to CTRxCPC. A broad match term can get listed before an exact match if the result of this calcualtion is higher for the broad match keyword.

[briggidere]

netpro is right there,

google will always show the better performing ad.

[chotumotu]

Okay great - thank you!