Search intent comes before match type
A keyword is only a targeting instruction. We examine the actual search terms behind spend, how those queries map to the offer, and whether the resulting conversions are valuable. Exact and phrase can provide tighter control; broad can expand reach when the conversion signal and bidding system are strong enough to distinguish useful demand.
Branded, non-branded and conquesting require different economics
Brand campaigns capture demand that already knows the company. Non-brand campaigns compete for category demand and should be evaluated separately so brand efficiency does not mask acquisition economics. Conquesting can be useful in selected markets but requires disciplined query review and landing-page alignment.
Negatives and query management remain operational work
Automation does not remove the need to inspect what Google is buying. Search terms reveal irrelevant intent, new opportunities, changing language and places where account structure or landing pages need to change.
Bidding depends on trustworthy conversion signals
Automated bidding can be powerful when the conversion action reflects the business outcome. If low-value actions are mixed with primary conversions, the algorithm can optimize efficiently toward the wrong objective.