Navah Hopkins wrote and very detailed article where they analyzed 2637 accounts, conducting a study to explore the effectiveness of broad match type vs exact match type.
One of the big takeaways from this study is that: Exact match outperformed broad match in terms of CPC, CTR, CPA, ROAS, and conversion rate for the majority of accounts!
For the full study and more information about the numbers please read this article.
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