Currently, I use broad, phrase and exact match types of every keyword in my Ad Group(s). I was wondering however whether it was even beneficial to have multiple broad / phrase match keywords when most of the keywords ultimately contain the same core keywords. As an example, +cheap shoes +cheap black shoes Could those two keywords be compressed into one keyword (would just +cheap shoes cover "cheap black shoes" as well since the core keywords are in there)? It's a question I've been pondering quite a while but really need to know so I can properly re-structure my AdWords account. If you guys need anymore clarity, just let me know and I will try to clarify what I mean. As another example for phrase match keywords, if you have "black shoes" and "cheap black shoes" as two separate keywords both PHRASE match, is that even necessary? It's weird because those two keywords would have different bids -- but wouldn't "cheap black shoes" already be covered under "black shoes"? So what's the benefit of adding "cheap black shoes" or even [cheap black shoes]?