It Still Pays to Have Multiple Match Types for the Same AdWords Keyword

by Andy Taylor
Since the launch of mandatory close variant matching in AdWords, we’ve been hearing more from the PPC punditry that the age of having multiple match types for a keyword is over. The argument goes that: the difference in value of the different match types has become insignificant as a result of close variant matching (CVM), thus making any possible gains that might be had from l ...Read the full article