Joe wondered if he should have a rule to use exact match for keywords instead of using the broad match?
My reply was: “Kinda, but not really.”
Forget keywords, forget match types.
Think about what search terms you want to show for, and why.
Then use keywords and match types to ensure you show for them. They are just tools.
Say you owned a hotel in Kings Cross, London.
You could bid on an exact match keyword such as:
If you had the campaign settings to disallow close variants, then that exact match keyword would match the search term:
This search term has a LOT of search volume.
(Modified) Broad Match:
You could bid on modified broad match keyword:
+hotels +kings +cross +london
That keyword would match several search terms:
hotel near kings cross in london
london hotels kings cross
In this case, the modified broad match keyword matches search terms that are more relevant for your business.
… and their total search volume is a lot less than the exact match keyword.
You can’t say one match type is better than another. It depends how you use them, and what your goals are (lead gen requires well qualified visitors, arbitrage less so).
Keywords and match types are just tools. You need to think about what search terms you want your ads to show for, and bid on those accordingly.