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I look at the frequency with which the exact keyword phrase is used by searchers. If I know that a specific keyword phrase is used often, I'll set it for exact match. I will also use exact matching for phrases that if placed as phrase matching, would be off target more often than not(you can test in Google).
If the phrase is more of a general idea, and I know that user search is varied, I use phrase matching. I then watch the particular campaign and modify/optimise based on results. Don't forget about negative keywords as well, this can help you avoid unwanted impressions.
Our guiding priciple is to do as many words and matching as we can possibly think of and run them for a while. Then drop the ones which do not convert enough.
An exact match allows you to really control who sees your ad, in a sense, by limiting it to folks who are searching for exactly what you specify - and nothing else. This has the tendency to limit the number of impressions, while often improving CTR. Also, IMO, this delivers you pre-qualified customers because they are looking for exactly what you have to offer.
A phrase match allows you to control word order within the quote marks - but your ad will still show for other searches which include words before or after the phrase. This will likely give you more impressions than the same words as an exact match. However, CTR may be lower. And those clicking thru to your site, may be less pre-qualified.
Note: as many on this forum rightly point out CTR means nothing if your ROI (Return on Investment) is not positive. So it's wise to develop methods to track ROI. This forum will prove to be an excellent resource in that regard!
Just my $0.02.
It would be an understatement to say I'm continually impressed with both your generosity in sharing information, and the depth of your insight.
Thank you for the help on these basic questions I ask. You and the other members have gone out of your way to help me catch on.
If I'm reading your post correctly, it would probably be best for me to begin my first campaign with Exact Matching and see how my ROI goes. If it is successful, I could attempt a campaign with Phrase Matching. Would this be a safe strategy?
Also, if I use Exact Matching, does that mean I do not have to worry about finding all the words I DON'T want to trigger impressions?
(Anybody can give me feedback on this, I don't want to take up AWA's time when he could be helping others with more sophisticated issues.)
your_store. Thanks I understand what you are saying. I'll stay away from Broad Matching until I am a lot more intelligent about using AdWords.
All my best,
Hey, thanks for taking the time to help. I know there are a lot more interesting posts out there compared to the stuff I ask.
One more question for you: How do you guys put that rectangle around the specific statement you are replying to? I see that a lot on this forum.
To use the quote code you would cut and paste the text you want to quote. Then type quote in brackets( [ and ] ) at the begining of the text and /quote in brackets after the text.
Thanks for talking me through this, buddy. As you can see, I have a lot of catching up to do.
I appreciate your help. Thank you.