Again, what is the benefit of using all matches?

once and for all, explain it to me...

[ngentot]

Some posts say you should use all 3 matches (broad, phrase and exact). Others say you don't need to.

So what's the deal? What's the benefit of using all 3 matches exactly? Do you get a higher position, CTR, or what for your AdGroup?

[vibgyor79]

Reason #1:

You get to know stuff which you wouldn't know normally know. For example,

red widgets --->(1000 impressions)
[red widgets] --->(300 impressions)
"red widgets" --->(500 impressions)

So only 300 surfers are typing the exact keyword. 500 impressions were recorded because surfers typed in "red widgets something". 1000 impressions were recorded because surfers typed in "red something widgets".

You can use this information to further optimize your campaigns. If you happen to discover the keywords that surfers are typing in, you can modify the ad copy to get more clicks. You can discover these keywords either by using Google/Overture keyword suggestion or by checking your logs.

Reason #2:

The assignment of keyword status (at risk, slowed, disabled) would be delayed since the impressions are split between the three variants of the keywords. This can be very useful if your keywords are not getting good CTR.

Reason #3:

Exact match keyword might have higher conversion rates (generally it does). So you can assign a higher CPC for [red widgets] and lower CPC for "red widgets" and red widgets.

[AdWordsAdvisor]

vibgyor79, next time eWhisper compiles one of his lists of links to valuable posts, this one is likely to be on it. ;)

AWA

[eWhisper]

AWA is correct. :)

I read the post, then the response, then the response again, then just hit bookmark as there's nothing to be added - vibgyor79 covered it well.

[ortelius]

Vibgyor79 makes good points. However: I am using Adwords for a web design company campaign. If I do Broad Match, let's say on "web design," I can get users who search on "how to design a web site for free" or maybe "great web designs I can rip off" (at least I believe I can). This user then clicks on my ad just to fish my site for information, and wastes my $$. Now I know I can start using the "exclude" tool, but how can I cover every possible variant of inquiry? At what cost in resources?
It seems to me that some products or services, such as the near-ubiquitous phrase "web design," might be better server by an Exact Match phrase, such as "web design company." I will get fewer clicks, but at least I know the user is looking for my type of service.

[AdWordsAdvisor]

Well said, ortelius - and of course you have an excellent point.

As with so many things, the "right" answer can be very individual - and it seems to evolve for each advertiser over time, depending on his or her actual situation.

I personally agree with you that it is usually best to be as targeted as possible. And it is the aim of the AdWords program to provide advertisers with a variety of tools and options to allow them to be targeted in the way that works best for them.

I'm endlessly fascinated to see the discussions in the forum, regarding how best to use these tools/options in the pursuit of the best ROI.

AWA