Mistake #2: Not Using the Right Keyword Matches
So why does all of this matter? It matters because the type of match you use will have a big impact on your ads. A broad match will deliver more impressions, but it will be more imprecise since it will show up for terms that aren’t a tight fit for your products or the ad.
On the flip side, phrase and exact matches often provide a higher conversion rate, but they can deliver significantly fewer impressions, which means you may not reach as many people as you need to reach.
In some niches, the number of people looking for what you’re selling is low, so if you limit too much with exact matches, then you’re not going to get very much traffic. On the other hand, if you have too many broad match terms, then you may not get a high enough ROI on your ad campaign. The best scenario is to tweak your matches to find what works best for your business.
Recommendation: A good approach is to start with exact matches and then expand to phrase and broad as needed. If you aren’t getting enough impressions and conversions with exact matches, then you can add the terms as a phrase match and eventually as a broad match. On the flip side, if you aren’t getting good results with a broad match, you can scale back to use only exact and/or phrase matches.