Most Google AdWords users recognize that Broad Match reaches the widest audience, but often generates a lot of unqualified traffic. Conversely, Exact Match reaches fewer prospects, but generally more qualified ones.
Broad Match can be helpful in identifying search terms you may not have thought of. Do you have to pay for a lot of unqualified traffic just to get the benefit of that research? Not at all!
What many people don’t realize is that you can bid on the same keyword as both Broad Match and Exact Match simultaneously. Make your bid amount for Exact Match significantly higher, and your most profitable choice will come out on top. Keep your Broad Match bids low, coupled with Negative Match where applicable, and you’ll pick up some incremental traffic and perhaps identify additional keywords.