Phrase Match/Exact Match

Possible to use both at the same time?

[johnnydequino]

I know anything is possible, but what would happen if I tried to use phrase match and exact match at the same time?

In other words, for the term "widgets for sale", can I use [widgets for sale] and "widgets for sale"?

This way, with exact match on the term, it ranks higher.

Also, with phrase match, I can also get "cheap widgets for sale nearby".

Make sense? Anyone using this technique?

jd

[nyet]

it is quite common. we use it to good result.

[Robsp]

Yep,

We use this all the time. It makes a lot of sense.

[blaze]

Not sure I understand.

Doesn't the CTR of the phrase match suffer (because it doesn't get the CTR boost from the exact match) and then he has to pay more to get it ranked higher?

Or is it because you really want the exact match, while the phrase match is nice but not as important?

[johnnydequino]

Good to see this technique in play. In these examples, I imagine the phrase match a 'nice to have', as it really is the targeted, higher exact match I am going for. But to get additional traffic along the way......

I will let the board know how it goes.

jd

[nyet]

Doesn't the CTR of the phrase match suffer (because it doesn't get the CTR boost from the exact match) and then he has to pay more to get it ranked higher?

Remember, eventhough the phrase match is not getting the 'exact match' clicks it is also not being assigned those impressions either.

Breaking them out will give you more information. If you find out that 90% of the phrase matches are indeed exact matches, that tells you something valuable.

[sdani]

In this thread - [webmasterworld.com...] - Msg#5, AWA has mentioned that "when you have all three KW variations in the same Ad Group".

If I don't have the three Phrase, Exact, and Broad match tems in SAME AD GROUP, then what would happen?

If I create THREE ad campaigns, each of them has a Adgroup.. and those three adgroups contain my three terms. One has "My Blue Widgets", the second has [My Blue Widgets" and the third one has My Blue Widgets . In this case, will google show THREE ads from my account or only one will be shown, whichever is better based on whatever algo?

Thanks in advance.
SD

[nyet]

as long as it is all in one account only one ad will show. The one that best fits the algo. The higher placement (cost) ad will override the others.

[sdani]

Thanks Nyet.

SD

[eWhisper]

AWA,
if you could confirm this, it would be very nice.

This info is taken from these posts:
[webmasterworld.com...]
[webmasterworld.com...]

It seems that two things happen if there is a search where you have multiple KWs that qualify.

First, the matching process. The KW is examined to see if you have an exact, phrase and broad match. The more targeted match is shown. (i.e. if a search matches both an exact and a broad match, then the exact one is triggered).

If you still have more than one KW that qualifies, then the system examines the max CPCs of those words. If one if higher than the other, than it's shown. (This is from one of the above posts, but I really think somewhere AWA said that the actual CPC is used, and not the max CPC).

If those KWs tie for max CPC, then the CTR is examined. The KW with the highest CTR is then shown.

This post: [webmasterworld.com...] has some excellent data by AWA about the basics of the rank forumla.

[AdWordsAdvisor]

AWA, if you could confirm this, it would be very nice.

First, the matching process. The KW is examined to see if you have an exact, phrase and broad match. The more targeted match is shown. (i.e. if a search matches both an exact and a broad match, then the exact one is triggered).

This is correct. So, for example, say you had the phrase matched keyword "stainless steel cats", and the exact match [stainless steel cats]. If a user searches on the phrase 'stainless steel cats', the exact match gets the impression. However, if a user searched on 'fuzzy stainless steel cats', then the phrase match gets the impression.

If you still have more than one KW that qualifies, then the system examines the max CPCs of those words. If one if higher than the other, than it's shown. (This is from one of the above posts, but I really think somewhere AWA said that the actual CPC is used, and not the max CPC).

Also correct. This might occur, for example, if you had the same keywords in multiple Ad Groups or campaigns. And it is the Maximum CPC that is considered. (eWhisper, you may be thinking of ads being promoted to the Top Top spots, where it is actual CPC that is considered, rather than Max CPC.)

If those KWs tie for max CPC, then the CTR is examined. The KW with the highest CTR is then shown.

Correct.

AWA

[eWhisper]

Thank you AWA.

And you're right, I was thinking of the premuim spot now that you mention it.

[johnnydequino]

AWA - I just converted an entire campaign to try this technique. My question is, is "blue widges" [blue widgets] one keyword, or two?

In other words, if I had [blue widgets] in my campaign for years, and I added "blue widgets" today, do they need to go through the approval process to get on google partner sites?

Thanks -

jd

[AdWordsAdvisor]

In other words, if I had [blue widgets] in my campaign for years, and I added "blue widgets" today, do they need to go through the approval process to get on google partner sites?

Good question, johnnydequino. So, different keyword matching options are seen by the AdWords system as entirely different keywords. To take your example, AdWords would treat the list below as three distinct keywords:

blue widgets
"blue widgets"
[blue widgets]

Now, as to the second part of your question - under most circumstances, adding new keywords will not cause your ad to need to be reviewed again. There are, however, a few 'corner case' exceptions to this rule.

I'm sure you know this, but it's worth saying here for those who may not: it is editorial changes to your ad and/or URLs (regardless of how minor), that will automatically pull the ads down from partner sites - until they've been reviewed and appproved.

AWA