Why use broad when you can use modified broad?

[alxvallejo]

Advantages to using modified broad:

• More targeted. Each modified term must be included. This prevents unwanted impressions for partial broad term matches.
• Misspellings and plurals
• Order doesn't matter. This is the only keyword targeting option where you can include a list of essential keywords but they don't have to be in a particular order.

[yukon]

Why use broad when you can use exact.

[alxvallejo]

Originally Posted by yukon

Why use broad when you can use exact.

Actually I've found exact to be very unprofitable for my local campaign. Sure I have them included, but I end up having to lower the bid because most of my conversions occur under the high variation in searcher intent, especially when geography is a factor.

Sometimes reach is more profitable than targeted.

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Also, I want to add that building an exact phrase list takes time in a local campaign because you must wait for the searcher query data to come in and be selective as to what makes a likely-to-be-repeated search query.