Although keywords are the backbone of any Google AdWords campaign, it is very important to optimize the match types of those keywords for not just better conversions, but also to help reduce costs. To help you with your AdWords campaigns, below is a list of tips on optimizing Google match types:
For Broad Match Modifier (BMM) Keywords, Avoid Including All Variations Of Keywords
You should have all your main keywords and variations in Exact Match. Do not begin with the use of phrase match, and use only BMM for first time or rare long-tail searches, including your keywords. Don. t add plural and singular unless it is an important keyword. The BMM type will ensure your ads are shown. As well, it will allow your Automated Rules, Third Party Software, or AdWords Scripts to do your bid management.