I am trying MSN AdCenter and I am trying to decide the best Match Type. DOoes anyone have suggestions on which opyion is the best? Broad, Exact, or Phrase? :confused:

One strategy I know many optmizers use is to go with broad match exclusively, then use a large negative keyword list to filter out the traffic you don't want. Combine this with excluded sites/domains (if MSN will allow this in the future) and you can control the quality of traffic and reach a very large audience.

Discovery

Your Match type Strategy really is based on the product you are selling and the keyword you associate with that product. A wrong strategy may affect your CTR in the long run, if this is your fundamental unit of measure. What I usually do is throw in as much keywords i can associate with my product with and test how "effecient" they are for my campaign. One may use broad type matching to target "florida hotels" since its permutation will spin off "hotel florida" which is still a related keyword but definitely not for "City Garden Hotel" since irrelevant permutations like "Garden City Hotel" can appear-which definitely is not related to the earlier keyword you which to target.

Your Match type Strategy really is based on the product you are selling and the keyword you associate with that product. A wrong strategy may affect your CTR in the long run, if this is your fundamental unit of measure. What I usually do is throw in as much keywords i can associate with my product with and test how "effecient" they are for my campaign. One may use broad type matching to target "florida hotels" since its permutation will spin off "hotel florida" which is still a related keyword but definitely not for "City Garden Hotel" since irrelevant permutations like "Garden City Hotel" can appear-which definitely is not related to the earlier keyword you which to target.


Good point but what about phrase match that allows you to have your exact keyword in any order? Maybe the best way is to have broad match with negative keywords?

There is no argument with that , if you can define the proper and appropriate negative keywords to use to filter out your broad type matching then good. Again this is relative to your product and how best you understand some marketing aspects of your product or the segment it belongs to.No one approach is best unless the campaigns are tested and methodologically modified.

Like in the keyword "City Garden Hotel ", which is a trail keyword, one may use a negative word such as "hongkong" , given that the actual property is in lets say australia. It will filter out searches for "Hongkong City Garden Hotel" but will definitely still appear under broad match "Garden City Hotel" which is again not your targeted keyword.Here again you can adjust your campaign to include an exact match "City Garden Hotel Australia" or a Phrase match "City Garden Hotel" with all the negative word such as Hongkong or watever you have.

I personally use all three... it's hard to decide on just one. I like broad and exact the best, they seem to deliver good results. :)