Sometimes, you get so comfortable with different Google Ads strategies, it’s hard to recognize when it’s time to revisit, or even let go. So let’s take a step back. How have automation and new campaign formats such as Performance Max changed the conversation? What is the winning keyword match type strategy and how has Google changed the way match types work? Broad match especially has been ignored by practitioners for a long time, but it’s now an important part of a successful program. But when is broad too broad, and is your micromanaging thrill forever gone? What are the best strategies: dropping exact or phrase match or creating exhaustive keyword exclusion lists (a.k.a. negative lists) or something else? Pauline is here to give you the answers.