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How do you decide to use phare or exact keywords?
I understand it’s good to have a mix of all the keyword match types, however I’m doubting when to put one on exact and when on phrase. What do you guys base it on? Open to all your strategies :p
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1 Reply
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Depends on the product or service typically
When I work with real estate people I typically use exact matches for very specific and straightforward searches example :
[Toronto Realtors]
[Realtors in Toronto]I’ll use phrase matches for longtail things
“Top rated Realtors in Toronto”
“Best Realtors in Toronto”Everyone will be a bit different, sometimes phrase matches will get you weird searches but it’s a matter of going through search term reports and adding negatives that trigger bad results – eventually you will refine your best phrase matches and they can do a lot of good things usually I only use a handful of phrase matches and focus on exact but phrase are definitely useful in casting a wider net and also help you find other good keywords that you can add into an ad group
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