Start phrase + exact, review search terms weekly, and let long-tail queries graduate to their own exact-match ad groups. Broad match only with strong negatives and value-based bidding.
Match type strategy
- Phrase + exact at launch - Weekly search-term review; graduate winners to exact - Broad match: only with smart bidding + tight negative lists - Negatives: jobs, DIY, scam, complaint, salary, wiki
Reporting
Track cost per search term, not just per keyword.