broad match, phrase match and exact match

[Jon12345]

I read recently that its wise to always have broad match, phrase match and exact match for each keyword phrase. Is that generally good advice and if so why?

[whoisgregg]

I find it's wise to do so initially, if for no other reason to learn how often a user searches for the exact phrase, how often they add word(s), and how often Google decides something completely different really means "keyword1 keyword2."

[eWhisper]

Best post to date on the subject:
[webmasterworld.com...]

[whoisgregg]

Thanks for that link eWhisper, I completely missed that thread the first time it came around. :)

[badone]

More than a year has passed since the thread referred to was posted. Does this still ring true in the current environment?

[patient2all]

In most cases, AdWords Help recommends that you avail yourself of all 3 types

[adwords.google.com...]

I'm a broken record (cd?), but I've always had this question.

If broad matches must accrue some matches in their exact form to qualify for "tryouts" on certain other variations, will they ever accrue such impressions if the "phrase" and [exact] versions of those same keywords pick up the searches first?

Personally, it's worked well for me to use all 3 types. Of course, not every keyword phrase is practical as an exact match and additionally never use a single word "phrase" match (think about that one).

Lately, I've had to cut back on unconditionally using all 3 match types in every AdGroup because I'm running out of word inventory. It does not seem to have hurt my campaigns though.

patient2all

[badone]

never use a single word "phrase" match

err.. why?

[badone]

OK. I thought about it.

Is it because you're taking up two keyword "spots" with essentially the same keyword?

i.e.
"widget" and widget are counted as two keywords when they are effectively one.

Is that why?

Pardon my ignorance,

BAD

[patient2all]

I suppose. I got that out of the AdWords Help and had to take some time to think about it too. In fact, I had to think about it for about a week :)

I guess their reasoning was that there is no effective difference between using the single term as a broad match or as a phrase match.

In fact, it appears that Google has updated the 'Help' somewhat. Here's something interesting to ponder:

Finally, keep in mind that other advertisers may have bid for the same broad-matched keyword combinations that trigger your ads, increasing your actual CPC amounts. Using exact, phrase, or negative matches can help you keep your costs low.

Who am I to question the AdWords algo? I still can't understand why when I use the word 'and' in many of my phrases, they want 5x the bid from before, like in "hansel and gretel". Perhaps they think I'm getting two keywords for the price of one?

patient2all

[eWhisper]

There is a very good reason to use single word phrase match over broad match.

A phrase match won't be shown unless that word is included in the search result.

Single word broad matches can trigger similar, but not the same keyword.

If you only want to be shown if a certain word is in the search query, single word phrase matches are the way togo.

[badone]

Very interesting, thanks ewhisper.

Is this similar word matching documented anywhere? How does it work?

Cheers,
BAD

[eWhisper]

Google AdWords Expanded Match FAQ:
[adwords.google.com...]

[patient2all]

Well I certainly stand corrected, eWhisper.

That's a clever idea to avoid the wild expanded matching that I've been seeing in my logs lately.

That "no single word phase" advice was in the AdWords help though before they updated it for the 'Quality CTR'. I'd dig it up but it's water under the bridge.

The help also had another cavaet I never understood. It said never use a 3 word phrase match. I posted here once about it and no one could come up with a good explanation for why.

When you writing your "AdWords Tips e-book, eWhisper?

patient2all