Keywords: Broad Match vs Narrow Match

Which is better for me? If you desire a high volume of untargeted traffic; and not as concerned about the quality of the traffic, then use broad matched keyword phrases representing more generalized terms. This does cut down on the number of keywords you employ. On the other hand, if you desire your traffic to convert into customers or sign up for what you are offering, it is better to use keywords and keyword phrases that are specific and an exact match. The tradeoff is that you will receive less traffic, with narrowly defined keywords; however, your conversion rates will be statistically higher. From an investment standpoint, you want to earn the best return on your investment you can. So, for the best ROI, choose narrowly defined keywords. Read more

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