better ad position with the right match type?

[chemoul]

Hi,
this has been discussed in part before but I haven't been able to find a satisfying answer.

Does it make sense to bid on keywords using multiple match types?
E.g. if the broad match is construction project management, would it make sense to include "construction project management" and [construction project management] to profit from a better display position and/or a lower CPC?

I guess the theory behind it is this:
assuming all other parameters are equal (quality score and max bid) if someone searches for construction project management would Google prefer your keywords "construction project management" to your competitor's keywords construction project management because it's a closer match?

If this is the case then Google would basically be rewarding however matches the search term the closest. Also if a user searches for construction project management, your keyword is construction project management, but there are competitors who bid on broad match project management, how does Google determine which ad to show? If your competitor with his broad match keywords project management has a higher max bid, would Google prefer him, although your keywords match the search term more closely?

[Shiznaught]

Interesting topic... would be curious to see some answers.

[poster_boy]

Personally, I find value in bidding on multiple match types based purely on the fact that each match type, to me, has significantly different values - therefore, it's advantageous to assign different prices.

As far as how Google matches queries to keywords of various match types, AWA2 addressed the topic in this recent thread:

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