EP5 - Match Types

#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Mark Kennedy (@markkennedysem).  Q1 Are you still actively using all three match types? I know there are exceptions for every account. But for the majority of accounts, which match types do you generally use and what is the makeup/percentage?  Q2 Do you generally see one match type have a higher CPC than another for the same keyword, or does it vary by account in most cases. In other words do you see any pattern with CPC and match types. Or even conversion rates for that matter (if at all)  Q3 You have a single Keyword like ‘plumbers’. What match type(s) do you use for that term? (For this example, you have all of the tail terms as well, but need this KW too)  Q4 Do you separate adgroups by match types?  Q5 Recently there was an article about Phrase match Modifier. Has anyone tested this or has anyone seen any results (good or bad) - https://t.co/2mQI41QdhJ  Q6 While Broad (not BMM) is almost a goner