Most SMB owners that take care of their own PPC campaigns don’t go far beyond the “broad match” option. Don’t get down on yourself – you only have so much time.
But remember, Google makes a lot of money off those ads. So they don’t do a ton to help you reduce your costs. That means it’s up to you to choose the most appropriate type, and to monitor your costs carefully.
Learn more about the most common match types:
