¿Cuál de las siguientes opciones podría requerir el importe más alto de la puja?

Exact match keywords typically require the highest bid because they are the most restrictive and, therefore, the most relevant. When a user's search query precisely matches an exact match keyword, the likelihood of a conversion is generally higher. Advertisers are willing to pay more for this high-intent traffic. Phrase match and broad match keywords are less restrictive and capture a wider range of searches, including those that may be less relevant, leading to lower bids. Branded keywords, while often highly relevant, can sometimes have lower bids if the brand is well-established and has strong organic search presence, as the competition for these terms might be less intense compared to highly competitive exact match non-branded terms.