Every website about AdWords gives some opinion about what keyword matches to use. Some say never use the broad match and stick to phrase match. Most advise to qualify phrase or broad match Keywords with negative keywords. But you rarely have anyone talking about the exact match. Let's examine the benefits of the under used exact match.

First, you never have to worry about Negative Keywords with exact match. If you are after the keyword "quality score" you don't need to worry about eliminating "air" or "sound". If the consumer used those terms, it wouldn't trigger the exact match. It is already qualified, and it increases as you get more long tailed.

Second, you can skip all the Dynamic Keyword Insertion crap. Sure, DKI is awesome if you are lazy. Look at some of the big names using it, like Target. They just put the token in the headline and have a generic ad for Target. Remember that DKI does nothing for the quality score. What's the plus? You get to have the consumers search term right there in the ad text. That's good for generating a high CTR.

Guess what? Use exact match on a single keyword in a single ad group, and you'll know what the search term was. That's the beauty of exact match. You can put the search term in your ad because you know exactly what it will be. You'll get the same the CTR increase you would with DKI. Plus, you'll get the quality score increase of having your keyword in the ad text that DKI won't do. That gives exact match a leg up on DKI.

You'll also know exactly what search term hit your landing page. You can tailor your content for the exact search term. You can accomplish the same with DKI passing the search term as a parameter. However with DKI you'll never be able to anticipate what the search term would be. You wind up with grammatically poor content.

In a hot market you'll want both the quality score increase and the CTR increase. It'll allow you to bid on keywords that might well be beyond the scope of your budget with phrase or broad matches.

Give exact match a try with your best keywords. You may be pleasantly surprised at the results.