There's no definitive Quality Score benefit to be gained from adding the same keyword multiple times with different match types to your account.
When choosing the appropriate match type for a keyword, we typically recommend following a 'broad-to-narrow' strategy:
- Start by using the broad matching option for a new keyword.
- Monitor which keyword variations are triggering your ads with a Search Query Performance Report.
- Refine the keyword.
- If you're happy with the majority of the keyword variations, use negative keywords to weed out of the variations that you don't like.
- If you find that most of the variations shown in the Search Query Performance Report are irrelevant, consider making your keyword more specific.
