Long Tail Phrase vs Exact
Say I have a word such as "top widget replacement contractor mexico" that gets traffic. Is there any benefit to me for making it exact? If I left it in the adgroup as a phrase, I would not be worried what word is added to the beginning or the end of that phrase. I keep hearing that everyone should exact match their winning phrases, but in instances like this, I see no reason to.
Re: Long Tail Phrase vs Exact
Hi @Chris H;
An exact match is usually the "wining keyword" because most advertisers will bid the highest on exact match. Further, if two keywords compete, (assuming having the same bid, and the same QS) - the more exact keyword will be matched to the keyboard.
However, if another match type of yours, is frequently matched to the keyword and trigger the ad (since, for example, it has a higher QS or you bid higher, and the result is a high ad-rank for this keyword) - you should keep it as is.
I hope this clarifies a bit the complex topic of which keyword will trigger the ad if several keywords match the search query.
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