Develop your campaign with more keywords in “Exact” and “Phrase Match”.
As seen in the section "What are different Keywords Match Type", it can be interesting, when starting a new campaign, to buy keywords in Broad Match. However, if your campaign is performance driven (and not branding), you should progressively expand your campaign with more keywords loaded in Exact and Phrase Match, and use negative keywords.
Google tells you that you don’t need to buy the same keyword in different match type. We advise you to buy all the keywords in “Broad Match” and also in “Exact” or "Phrase Match". It will help you to detect the keyword variations Google return your ad on for a specific keyword.
The expansion and the development of your campaign in Exact and Phrase match can be done using the Search Query Performance Reports.
Here are the details of the process to follow:
1. Run a Search Query Performance Report;
2. Download all your campaigns, ad groups and keywords (already loaded on Ad Words), in an Excel document;
3. Create a new column on "Search Query Performance Reports", and run in this column a VLOOK UP on Excel with the document described in point 2, between the keywords column of those two documents;
4. Once it´s done, select the new column and copy it. Use a Paste Special "Value" in that same column. You will get rid of all the formulas;
5. Delete all the keywords you have already on Ad words and on the Search Query Performance Report. This are all the rows where you have the same keywords in the newly create column and the column with the keywords of the "search query performance report";
6. You will have a list with all the keywords that you have ads returning via keywords in Broad Match, but you don't have loaded in any of your Adwords campaign.
7. In relation to the relevance of those keywords, you can buy all of them in Exact or Phrase match or put them as Negative Keywords.