Reviewing the new ones, I'm finding many that are just too general, even though they're accurate product names. With expanded broad match, especially, they can become very untargeted.
For example (and this isn't one of my keywords or even my area), consider the new DVD, The Incredibles. As a broad match, it will likely match just about anything with incredible in the name. As a phrase match "the incredibles", it's far more targeted. As an exact match [the incredibles] it's even better.
I just wanted to point this out. As you're adding keywords, think about other things people could be searching for with similar names. If the words are too common, a phrase or exact match might be better.
It is writen here MSG#12:
[webmasterworld.com...]
The main numbers from that spot:
1. Avg. CPC 0.06
2. CTR 19.3% (it is on premium position)
3. Conversion rate: 3,45%
The best part now:
4. The phrase I am talking about is BROAD MATCH!
I would say - yes be carefull how your less targeted words works, but you never know...
Another suggestion for broad match: If you have access to your referral logs from google etc, you can see what people have searched on to get to your site - and use appropriate negative keywords to aid your broad match endeavours.
If you have access to your referral logs from google etc, you can see what people have searched on to get to your site
Chris,
My eternal search has been to find the keywords that potential buyers used who didn't get to my site :)
patient2all
As a phrase match "the incredibles", it's far more targeted. As an exact match [the incredibles] it's even better.
Moving,
You're exactly right in theory, the broad match the incredibles is a poor one. I assume the article 'the' in that case is a throwaway anyway. Can you verify my assumption, Moving?
Indeed your are on the money too when you say the phrase or exact match for [the incredibles] is better.
However I can tell you from experience, no one is simply marketing the incredibles. They make many widgets for these Incredibles -- toys, action figures, video games, a movie coming out, probably comic books and on and on...
I had to pull the phrase and exact match for the incredibles because it got a huge CTR, but little ROI. It wasn't until I stuck to [the incredibles particular widget] that I started making a modest profit. No matter what your ad text says, people see the bolded keyword the incredibles and click and check you out anyway just in case you have that particular incredible widget they seek. This becomes even more true when a certain toy widget is in short supply!
I realize your example may not have been from personal experience and you wanted to use that excellent choice term to show us how the broad match the incredibles would match millions of searches. The vast majority of those searches would be making use of he word as an adjective as opposed to the current popular children's entity known as the incredibles.
I just thought my own experience could add to the argument that for optimal targeting, you may have to keep refining your targeting further and further to get the desired clicks.
Sure, I started out thinking for my incredible widgets, that [the incredibles] was an excellent exact match. Took me about 2 days to figure out otherwise. In fact, I'm still not sure what is so incredible about these incredibles or if they're even human or what :)
patient2all
I hope the mods don't find a need to change the incredibles to example or widget. It would ruin this entire elucidating thread :)
Basically, the problem I was seeing was that many of the widget names could match very common, unrelated searches if the word order was changed and/or similar words were used. By switching to a phrase match, the combination of those exact words in the exact same order virtually guaranteed that the searcher was looking for the particular widgets I was selling.
