Broad Match - let's be frank.

Do you use it? If you do, good ROI?

[Hubie]

I've read it all here on WebmasterWorld, and the one thing that keeps popping up is the Broad match maybe not being worth it. Here's what I've found:

1. Exact and/or Phrase are always good, when monitored. Big ROI can be made on these specific keywords.
2. Broad match can eat up your budget, racking up lots of worthless clicks
3. Continuously adding negatives can really help cut worthless clicks for broad
4. Lowering CPC can help ROI, but you will lose a significant amount of traffic.
4.a. Focusing your creative can avoid some worthless clicks while keeping CPC reasonable
5. Keep a low daily budget in case of avalanches of traffic

Other opinions?

[davidzhawk]

Great question Hubie.

One rule of thumb I've heard is to buy generic keywords on exact and buy targeted keywords on broad . . .

I'd also add one other question to the mix: how many people out there buy the same keyword with all three match types? And if you do this, what are the benefits?

[Hubie]

bumpity bump

[davewray]

Hubie...I tend to get cheaper clicks for broad match, however, I get superior ROI on exact match...with phrase match coming second for roi. Adding negatives is a must for broad match, and it's best to add as many as you can think of at the beginning of the campaign. With good logs you can add many dozens more as the campaign progresses...eventually, you should be able to week out a good 90% of the "junk" keywords you don't want to be showing up for with broad match. It's a lot of work, but can be worth it as you will get a few conversions with broad match as well.

Dave.