The keywords in the Awareness Ladder are just examples of what we used. We did craft the keyword list and the SEM agency helped us filter it. We would dump the

The keywords in the Awareness Ladder are just examples of what we used. We did craft the keyword list and the SEM agency helped us filter it. We would dump the irrelevant keywords too. The second point is we used both Exact Match and Modified Broad Match for different ads in a campaign. Here's an example: http://prntscr.com/m7erv2 http://prntscr.com/m7erv2 (CTR/CPC are decent)