Keyword Match Type

[Rohtash]

I need clarification on keyword match types. Can I use broad, exact, and phrase match types within a single ad group with a TROAS bidding strategy? Additionally, should we create separate ad groups for synonyms, like the keywords "Buy Glasses" and "Order Glasses"?

[smallcompany]

Since they made phrase match quite broader than it was, I stopped using broad match. I believe that phrase match is more than enough for new keywords discovery.

But, regardless of if you use all three matches or not, I would use separate ad groups for each match. Please note that this is the old school as Google Ads has changed a lot in the recent years. I say this as even exact match gets hits from keywords other than exact, and not just from misspellings. Google calls that Exact match (close variant).
Further, if you have a strong keyword, exact match, use it single in an ad group, and optimize ads. That will help you achieving the best possible scores for the keyword and ads.

Use negative keywords as much as you can. This is not just for those you don't want to trigger your ads. If you have two ad groups for the same keyword, one exact and the other one phrase, you have to use negative exact in the phrase group. That way you ensure your phrase group does not come up for exact match searches.

As for your question about "buy" and "order" keywords, Google pushes you to optimize your ads by adding keywords. Therefore it is easier to optimize ad groups (aka match ads to your keywords) by separating them. Therefore you end up with one ad group for your "order" and the other one for your "buy" keywords.

I hope this helps.

Cheers

[lesseo]

Use broad match or phrase match if you have the budget and time to handle it, then spend the rest of your day negatively selecting the keywords that come up after the ad has been published.

[ankit68]

Using all three match types in one ad group can get messy. I'd definitely suggest splitting up synonyms like "Buy Glasses" and "Order Glasses." It’ll help you target better and keep things organized.