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Example A Bid on a keyword with phrase match Example B Bid on the same keyword with phrase match, but bid for a higher position The conversion rate of the Web site remains the same, but because of the higher CPC, the CPA (cost per action) Paid when a certain action is performed by a user increases, although there are more conversionsIf you bid on the same keyword on exact and broad match, exact match will take precedence when your ad is displayed For example, if you bid on both the exact match keyword red flower and the broad match keywords red flower or flower, a search on red flower will trigger the exact match and not the broad matchOrganizing campaigns per match type is no longer relevant; How To Find Add Use Negative Keywords To Your Best Advantage Keyword match types examples