widget "widget" [widget] in ad groups

[hudson]

Hi Everyone,

I've run across this a few times, most recently mentioned by AWA. What's the point of putting the following in the same ad group:

widget
"widget"
[widget]

I don't get it yet, so if anyone can give me some insight, I'd appreciate it.

[your_store]

A couple of reasons I do it..

limits the low CTR on the broad matched term from bringing down the CTR on the exact match

exact match is a more sought after word, so I want to be able to up the bid for that particular phrase only

[hudson]

Hi your_store,

Thanks for your reply. Good point about separating out the CTR on broad vs exact match. And also bidding up on the exact match.

Thanks

[Robsp]

Another point along these lines;

since most are looking for the exact matches and bidding can be fierce I have a number of campaigns were the broad match is the only way to get traffic at a decent price.

Often people are not able to keep the CTR up but with very good ad copy you can still get in at a decent price. Do not forget to add negative keywords to limit the rubbish though....

[hudson]

Hey thanks Robsp. The answers to this thread have really helped me out a lot ;-)