Agreed. Broad match ads necessarily include less targeted ad copy which will ding clickthrough rates. I'm fond of the "keyword trap" approach as described her

Agreed. Broad match ads necessarily include less targeted ad copy which will ding clickthrough rates. I'm fond of the "keyword trap" approach as described here http://www.clickequations.com/blog/2008/12/the-match-type-series-june-2008/ http://www.clickequations.com/blog/2008/12/the-match-type-se..., but the same thing can be accomplished in one ad group with multiple match types if bid correctly. Is this helpful matthewcford?