For greater control, it is recommended that you use multiple match types for each keyword group. This lets you track your keywords' success in adCenter more easily, and lets you customize the bid for each match type independently. Then you can refine your bidding strategy as you gain data about what is successful for your searches.
For example, if your keyword is "red toy boats" and you have selected the match types exact match and broad match, when a customer searches for “boats red toy,” they may view your ad because of the broad match type. Another customer searches for "red toy boats" and may also view your ad because of the exact match type. A third customer searches on “latest red toy boats” and may also view your ad because of the phrase match type.
Even though you did not specify a bid for phrase match, your bid on broad match is treated as an implicit bid on the more-restrictive phrase match. So if the customer clicks your ad, you will be charged according to the broad match bid amount since no phrase match bid was entered.
If you bid on “red toy boats” for exact match only, and a customer searches for “latest red toy boats,” then the customer will not view your ad because the keyword and query represent a phrase match, and you did not choose to bid on phrase match.
If you choose not to place separate bids on each match type, you can simply bid on the broad match type for your keyword, and the system will treat it as a bid on broad, phrase and exact match types, all at the same amount. Or you could bid on phrase match only, and the system will treat it as a bid on phrase match and exact match, but customers will not see your ads if they represent a broad match to their queries.
For any combination of a particular keyword and a particular search query, there is a unique match type that applies. In all cases, noise words (words that are not considered, like “in” and “the”) are removed before considering whether or not a query is a match. Going from most-restrictive to least restrictive, adCenter supports exact phrase and broad matches.
Additionally, a bid on a less-restrictive match type is considered an implicit bid on more restrictive match types as well. Thus, a bid on broad match alone is also a bid on phrase and exact match at the same bid amount. Similarly, a bid on phrase match alone is also an implicit bid on exact match, at the same bid amount.
