AMS Ads - Broad, Phrase, Exact

[sandree]

When you are creating an AMS ad and you are adding keywords, do you use Broad, Phrase, Exact or a combination of these? Do you copy all your keywords in each category? Thanks for help!

[notthatamanda]

From the AMS site:

Keyword match types allow you to fine-tune which customer searches trigger your ads.
Broad: Contains all the keywords in any order and includes plurals, variations and related keywords.
Phrase: Contains the exact phrase or sequence of keywords.
Exact: Exactly matches the keyword or sequence of keywords

I can't think of a reason why you would do all three, broad covers all of it, if that's what you want.

[Phronk]

It’s the “related keywords” that I think makes the broad option much different than the others. How closely related? How does it choose which other keywords to bring in?

I usually choose broad anyway, because I figure because it’s pay per click, I might as well get as many impressions as possible. Maybe it would make sense to go narrower once an author knows specific keywords that are likely to convert from a click to a sale, but I’ve been far too dumb / lazy to figure that out yet.