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Aug , 19 · Google Ads Keyword Match Type Experiment Conclusions For the traffic cost, broad match modifier was slightly cheaper (at $157 per click compared to $164 for the exact match) but had a much lower conversion rate This is why it's important to always track conversions, not just the cost per clickKeyword Match Type Tool As much as SEO has been an important factor of website positioning since it directly helps with ranking and organic traffic, here's another strategy that has started to directly influence SEO It's user experience (often abbreviated as UX)Though four match types exist, you should only use exact match and broad match modifier in 95% of cases; 5 Ways To Research Keywords For Your Google Search Ads Campaign Keyword match type tool