One campaign. Two ad groups. One keyword. Two match types

Does it make sense to do it?

[idolw]

I have been running a campaign with several ad groups with a couple of keywords per ad group. All keywords in these ad groups have QS=10 and perform pretty well.
So I have:

Ad group:
keyword1
keyword2
keyword3

I am still looking to optimise the cost of clicks and thus thought of the following.
How about copying some of the currently broad-matched keywords and adding them to new ad groups as exact match? I would add the exact matches as negative match to "old" ad groups.

So I would end up with the following:

"Old" Ad group:
keyword1
keyword2
keyword3
-[keyword1]
-[keyword2]
-[keyword3]

"New" Ad group:
[keyword1]
[keyword2]
[keyword3]

Do you think using exact match would allow me to get lower CPC for the 3 keywords?

[Channel01]

I do this and have found that it works in the long run. Not to make your head spin, but you can even take it a step further and add a third ad group that only consists of phrase match keywords. You can then have exact and phrase match negatives in the broad ad group along with exact match negatives in the phrase ad group to make sure that the traffic funnels exactly where you want it to.

Keep in mind though that you may take an initial CPC & volume hit as the new keywords need to build up their QS since they're starting from scratch.

[idolw]

Thanks for quick reply. I will definitely try it ASAP.

[idolw]

This one is interesting. I tried what I described in the original post above on a limited number of ad groups. Worked great - not only got more traffic but also reduced cost per conversion.
So I increased the scale to all ad groups within one campaign yesterday. To my surprise plenty keywords' QS went down from 10 to as low as 7 and even some to 6.

Why is that?