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Playing with Keyword Match Types

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# 1
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Does playing with different keyword match types harm your Quality Score? Like does your QS go down if you change from broad to phrase or exact?

1 Expert replyverified_user

Re: Playing with Keyword Match Types

Top Contributor
# 2
Top Contributor

Hello Mainak,


It's not about actually playing with the Quality Score, but rather finding the right match type for the keyword which works for you. That's my understanding.


Since the CTR is the real key when deciding the Quality Score, so you should work on improving this metric as much as you can.


Also, there is no definite rule that if you change from broad to phrase or exact, it is going to improve or decrease the Quality Score for you.


In order to understand how similar keywords are matched with search terms, I would encourage you to read this reference:



Marked as Best Answer.
Accepted by topic author Mainak Banerjee
September 2015

Re: Playing with Keyword Match Types

Top Contributor Alumni
# 3
Top Contributor Alumni
Hi Mainak,
To add to Pankaj's great answer, every Keyword, including the same Keyword, with different Match Types, "..gets a Quality Score on a scale from 1 to 10." So the quick answer to your question is if you change Match Types, your Quality Score could change (up or down), because every Keyword has it's own Quality Score.

I'm a big fan of having Keywords in your Account with all three match types. Having all three Match Types should help your reach, and it should also help drive efficiencies.