Steven W.

Thanks for the review Mark, just to clear up a couple of points it is firstly impossible to know if a competitor is using exact match or broad match, all we know is that their ad is showing for that keyword. But the fact that they are means that they want to be and so the keyword is likely profitable so that's all that really matters.

So they are the actual competitor keywords, as in all of the keywords where that competitor has an ad showing, so you can definitely base your campaign around this data. So it's best to choose all of your target keywords from the competitor data and put them into a new list which you can then group thematically which gives you a great plan for the pages you need on the web site. So make sure that those pages have good content and you will then get good quality scores for those pages so your campaign will then likely do well, you can of course use conversion tracking to make sure of that and remove any keywords that are not performing.