Few Match Type Fluctuations In PPC

We have been working with one of the biggest client in health care industry and there are few changes that have been observed with match type. Because we have seen a drastic fall of campaign performance so decided to run tests.

Previously we used "+" Match modifier for few core keywords that was not functioning any more. Now Phrase match has been working like broad. We ran series of experiments so observed that " " & [] combination of keywords-won't collide each other.

And also intent plays an important role if a keyword with same meaning will collide with each other.

Tweaks: Changed Broad match modifier to phrase and phrase has regained our past performance.