What is the best way to Phrase match

Which type of phrase matching gives the highest quality score

[conor]

When using phrase match is it better (i.e gives a higher Quality score)to be more specific or more general;Which will give a higher quality score:

"example766578"

"example766578 brand"

"example766578 widget"

"example766578 widget area"

"example766578 brand widget"

Clearly "example766578" will trigger ads in all cases but will the quality score be higher if you use more specific "example766578 widget" and the user was searching for example766578 widget

My gut feel is to be as specific as possible but it would save an enourmous amount of work if justing bidding on "example766578" was effectivley the same as bidding on all other variations as we are not using DKI on these campaigns. I would really like to know what you guys think.

[poster_boy]

My gut feel is to be as specific as possible

Very theoretical, but I'd agree with your assessment. If queries match your specific variation (i.e. "example766578 widget") and your competitors are only bidding on more general variations (i.e. "example76657"), I'd imagine your ad has a greater opportunity to be more relevant - therefore, providing benefits such as a higher CTR, a higher Quality Score and a lower CPC.

[conor]

Thanks PosterBoy - It is a good while since I posted this originally so I have been testing my gut feel and it does seem to be the case.

[CraigDanuloff]

Since Quality Score is now computed at the time of the search, the closer to the actual search query the better - at least that makes the most sense.

The question is how much better. Given the same CTR, and if that's a high enough CTR, would it really be worth the work in cases where you don't yet have enough queries like the long version to justify it - I would doubt it. With a low CTR, it may make the difference. Pretty hard test to conduct with really controlled variables.