Broad vs. Exact Matching -- Are you Over or Under Exposed?

In my latest SearchEngine Land “Analyze This” column, http://searchengineland.com/broad-vs-exact-match-types-the-hard-data-40053, I take on the issue of broad and exact match types.   I decided to tackle this issue because search managers are often asked the question if they are over- or under-exposed on broad and exact matches.

The findings corroborate what most of us already know. Adding broad matches will get you more volume but will cost you more per click. This appears inevitable. The quality score on the broad match keyword should be lower than an exact match on and hence CPCs should be higher.     However, there are a number of other factors to keep in mind outlined in my story.  These will help set expectations both for you and your organization and avoid unnecessary heartburn.

Dr. Sid Shah