Can Changing Match Types Affect my Quality Score?
Quality Score is calculated using data only from search queries that exactly match your keyword. Google uses the exact match variation of the keyword to determine the Quality Score. Therefore, if everything remains equal, the same keyword in each match type should have the same Quality Score. Because Quality Score doesn’t depend on the match type, you won’t get lower costs by using all three match types. Negatives help eliminate irrelevant queries, which in turn improve the account’s performance.
