The debate continues over the use of match types--broad, exact, phrase--in Google AdWords. All three match types can work together well, according to John Lee. Playing on a football metaphor, he
provides suggests on match type PPC AdWords campaigns by bringing in the star player, the talent scout, and the rookie. The goal to use all three requires some hard work to find success, he admits,
but nothing comes easy. Not even a winning game.
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