Advertisers have been encouraged to reevaluate their match type and bidding strategies to effectively optimize costs and maximize campaign performance. The advice was published in a new report conducted by Optmyzr that investigated broad match type vs exact match type. Although researcher and Optmyzr evangelist Navah Hopkins previously strongly supported broad match in favor of exact match type, the study found that exact match outperformed broad match for the majority of accounts in terms of:Cost Per Click. The Optmyzr report analyzed 2637 accounts to compare the effectiveness of broad match type versus exact match type. The data also recommends using Max Conversion Value and determining conversion value based on customer value and channel conversion rates.