If you have broad, exact and phrase match live which one will Google show?

[Lgold]

Hi There,

I have taken over management of a PPC campaign for a client who promotes hotels in Portugal and Spain.

When I took over the campaign every single keyphrase was on broad, exact and phrase match. Does anybody know what impact this will have on the campaigns performance, how does Google choose which match to show?

Most times the exact match is shown. The CPC on the exact match is higher than the broad match I thought that it was supposed to be the other way around?

Any help would be appreciated

Cheers

[Lgold]

Can anyone help?

Do any of you use all three match types?

[Jonathan_Hue]

Yes but it all depends upon your strategy which can vary from person to person. In my case I breakdown the entire project into targeted campaigns with targeted keywords. I only get a single type of "keyword matching" option per ad group or campaign.

I suppose you are not "duplicating" your keywords across the campaigns? if yes then please avoid this at once. This would give you more control over you campaigns.

Also try using all the relevant tools available like "ad diagnostic" tool to check if your ad is being shown (and also for which campaign).

Regarding paying more or less, check your CTR. If its good (depends upon your goals) then your minimum bid would be low and you can consider lowering your CPC. But don't jump to that conclusion as CPC prices are on the rise

Thank you