EP91 - Keyword Matching & Challenges

#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon)
Q1  What type(s) of keyword matching are you currently using in your Google  Ads – broad, broad match modified (BMM), phrase or exact match?
Q2  Has your strategy for keywords changed over the past year with the  changes to how keyword match (or don’t match, depending on your world  view!)?
Q3 What is your biggest challenge with the current state of keyword matching in Google Ads?
Q4 Have you found any successful ways to mitigate these challenges?
Q5 What are some examples of crazy matches that you’ve seen? Please provide the query and the term it matched to.
Q6 Do you spend more time now with query reports and negative lists?
Do you have any tools, methods or strategies that help make it manageable?
Q7 If you could wave a wand and change one thing about how keywords match, what would it be and why?
Q8 What do you think the future of keywords in search is?