Buying every match type

Are there any benefits or risks?

[jk247g]

What is everyone’s latest thoughts (or if you have any research) on buying every match type per keyword in Google. Most threads I find are over a year old and I know best practices have changed since then. Is there any benefit in terms of positioning and cost savings or is it best to buy broad as long as roi is good because all the match types will roll up into one?

[skibum]

Best strategy IMHO, is to go broad on very specific keywords (left handed blue widgets) because if the ads show, whatever the person types in will have to be pretty close to the keyword you purchased.

For more general keywords (widgets), running on broad can be good if you can capture the actual search queries used that result in clicks & sales and then refine your campaign based on that. After the reseach phase build out the keyword list with more specific terms and match the keywords to the most specific landing pages possible. After that, I'd put "widgets" on exact match and send that trafic to the broadest widget category page you have. Chances are when someone types in widgets, they don't really know what they want and are just looking for a nice selection to browse through.

If you run really general terms on broad match, chances are your ad will be showing for more specific queries that may not match your landing page at all. You probably have better landing pages for the more specific varations that will trigger your ad.

[johnser]

We do exact & broad - find it helps get the max traffic possible

[jk247g]

Johnser,
When you tested that out did you have a limited budget or were you always trying to get max impressions with plenty of budget?