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Google's Optimization of a Campaign
They said something I didn't expect
CernyM

10+ Year Member



 
Msg#: 3877269 posted 10:57 pm on Mar 23, 2009 (gmt 0)

Google called me up a couple of weeks ago and offered to optimize one of my campaigns for me.

I gave them the go-ahead to see what they would come up with.

In a nutshell, what they did was take an adgroup that would have a keyword like "red widget" (phrase match) and replace that with a dozen or so broad match variants + the original phrase match.

So, they created something like:

bright red widget
small red widget
little red widget
discount red widget
"red widget"

I asked what the point of those broad match keywords was, given that the phrase match would already pick all of them up. The rep told me that the relevance would be higher because they would match more closely and that I'd get a more favorable ranking matching on one of those than if I matched on the phrase match.

I'd never heard that before. Is that correct? If so, wouldn't I still want to make all those broad matches into exact matches?

 

shorebreak

WebmasterWorld Senior Member 10+ Year Member



 
Msg#: 3877269 posted 12:06 am on Mar 24, 2009 (gmt 0)

Methinks their matching philosophy is heavily influenced by their sales quota...

chman0024

5+ Year Member



 
Msg#: 3877269 posted 2:59 am on Mar 25, 2009 (gmt 0)

Remember Google's best interest is getting you spending more money so their stock goes UP and Up.

If you need help hire a company that has your best interest in mind or if you have time play with it and see how the results are.

CernyM

10+ Year Member



 
Msg#: 3877269 posted 10:34 pm on Mar 25, 2009 (gmt 0)

I know about Google's financial motivations.

However, the question was whether the rep was factually correct or not.

Assuming

* I bid the same
* The query is "bright red widgets"

is there any difference in the CPC and/or average ranking between:

* [broad match] bright red widgets
* [phrase match] red widgets

For that matter, would there be any difference if the matches were:

* [phrase match] red widgets
* [exact match] bright red widgets

Dlocks

5+ Year Member



 
Msg#: 3877269 posted 11:11 pm on Mar 25, 2009 (gmt 0)

Remember Google's best interest is getting you spending more money so their stock goes UP and Up.
Google's best interest is getting clients to stay with Google for a long term. Letting a client spend (relatively) more money without getting more conversions is not what Google is looking for.
ClickGroup

5+ Year Member



 
Msg#: 3877269 posted 12:50 am on Mar 26, 2009 (gmt 0)

CernyM - I agree with the rep on this one. For one, having all the different variations helps you see which keywords are spending/converting the best. It helps with narrowing down your campaigns to the best performers. When you rely on one keyword to capture everything, you are getting the good with the bad. You are also missing the opportunity to play with bids. In the long run, having more variations will improve your quality score and CPA.

Send me stickymail if you want more detail.

CernyM

10+ Year Member



 
Msg#: 3877269 posted 3:33 am on Mar 26, 2009 (gmt 0)

CernyM - I agree with the rep on this one. For one, having all the different variations helps you see which keywords are spending/converting the best. It helps with narrowing down your campaigns to the best performers. When you rely on one keyword to capture everything, you are getting the good with the bad. You are also missing the opportunity to play with bids. In the long run, having more variations will improve your quality score and CPA.

That's not what the rep and I were talking about. My campaigns were already quite granular and we manage bids to the level that the data supports.

She wasn't talking about the extra granularity allowing me to better tune bids in the future. We were very specific. What she told me was that if I bid:

0.50 for [broad] bright red widget and
0.50 for [phrase] red widget

that [broad] bright red widget would perform better (either rank higher or have a lower CPC) if the exact keywords the browser used was "bright red widget."

My own experience tells me that if the level of matching and match type have any impact on CPC or ranking, it is very, very modest.

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