Yes is the short answer. But lets take a closer look atkeyword match options and examine why using all three types is one of the best ways to ensure a higher CTR, as well as a strong Google Quality Score.
Google has defined the three-keyword match options in a fairly understandable way. You need to know what each match type is, how Google uses them and how you can use them in your keyword selection process.
infant carseats will show your ad when a search for both words are used, in any order, or when either is used separately.
PHRASE MATCH refers to entering your keywords usingquotation marks. Google will show your ad when a usersearches for the phrase, in the order you placed it within the quotation marks, as well as other possible terms.
EXACT MATCH occurs when you surround your keywords in brackets. This will show your ad only when the exact keywords, in the exact order are searched, and will notinclude any other possible words. This is the most targeted search and should produce a higher quality (although a lower quantity) of clickthroughs.
[infant carseats] will show your ad when a search forinfant carseats appears. It will not appear if the search has included any other words. The traffic you attract will be the most targeted to your keywords.
NEGATIVE KEYWORD gives you the opportunity to excludewords. For example, if you do not want the word used totrigger your ad, you may place a negative sign, -used, andyour ad will not appear if that word appears anywhere in the search. This is helpful if you are trying to target specific traffic and there are certain very popular wordsthat often accompany your keywords, but are not related to your ad.
So which option is the best to use? The very best option is to use all three, broad, phrase and exact matching for every keyword in your ad group. Doing so will result in impressions being calculated for every variation of your keywords. This produces a greater click-through ratio.Google will calculate statistics for each keyword, allowingyou to track performance. Having a high click-through rate is a key element in raising your overall Google QualityScore, meaning your ads will appear more frequently than someone whose score is lower.
A standard recommendation of 25 unique keywords per Ad Group is then changed to 75 when all three-match options are used.
It may seem very redundant to include the three different match types, and it certainly means more data entry per ad group. But you are increasing the chances of the right people clicking on your ads. The quality of the traffic and your overall Google Quality Score are worth the extra effort.
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