Also, why does in Adwords Editor alert you that you have the same keyword with 2 or 3 match types? That's a signal to me that Google does not like usage of all match types in the same ad group.
I pretty much always use all three match types in the same ad group, because I'm usually looking to cover as many possibilities as I can.
I do not, however, bid them all the same. Broad I bid the lowest, of course. Phrase and Exact will either be at the same cost, or I might bid Exact a little higher.
And I use mass quantities of negatives, some of which I get from the Keyword tool, and some of which I get from our own Search Query reports.
Broad will give you a lot more traffic. but you mus use a ton of negs. I have a list of "global" negs that I use for each domain, at a campaign level, then use additional neds at ad group level for that specific KW..
First of all, if you're running broad match currently, you can run some search query reports to find out what people are actually searching for, as opposed to the keyword that the click gets credited for.
There's also a Google Analytics filter that will show you this in GA - and you don't get the annoying "lump all search queries together" message.
You can also use the keyword tool; when I run that, I just download the whole 150 into a notepad file (it usually caps out at 150 suggestions, and then some other "related" ones) and separate them into two categories - valid keywords, or negative keywords. You can also sort by search numbers first, and see if the most searched for terms are ones you wanna keep or ones you wanna list as negative.
It can definitely be a challenge. Right now I'm knee deep in football equipment for a client - hundreds if not thousands of keywords, and somehow they have to all be for *American* football and not soccer. Wonder how I'll do.
BTW, here's something else I've taken to doing - after finishing my landing page, I run it through the Keyword Tool by specifying the url of the page, and making sure that *Google* can figure out what my page is primarily about. If I get wrong keywords, or I don't get the right keywords, then I know I still have some work to do on the page.
And I use mass quantities of negatives, some of which I get from the Keyword tool, and some of which I get from our own Search Query reports."
Netmeg, we're twins. Or at least close cousins. :-)
I also usually collect my negative keywords from Search Query Reports and the keyword tool. Another thing I do is look through high bounce rate keywords from analytics.
What do you do when you run into the problem of phrase matching being profitable, but not exact match?
Then I'd probably try reducing the max bid on the exact match, and maybe even upping the phrase match bid to see if a little boost would bring in even more.
because Phrase match covers phrase and anything below it (exact match as well) Google will pick the higher bid (phrase in this case) and display with that keyword.
Am I making the wrong conclusions here?
What I really want to do is stop displaying an ad on the exact match and only display an ad on the phrase match. Is that possible?
As far as ending up with the same thing - it depends on how far apart in bidding your phrase and your exact matches are. Or are you saying that you are bidding the same for both, but phrase is doing better? In theory, if you pause the exact match, you should still be able to catch them with the phrase.
MOST of my keywords seem to convert best on phrase match.
What your goal should be in the long term is have only phrase and exact matches, or at least have the highest percentage of impressions coming from them. Eliminate the broad matches over time as you learn exactly how people search.
I try to have broad keywords containing at least 3 words. Even when I use broad, it's to gather information with the intention of removing them when I have enough data. The Search Query Report is helpful in my quest for search patterns.
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Would appreciate any feedback.
[edited by: buckworks at 11:32 pm (utc) on July 25, 2008]
[edit reason] No URLs please. [/edit]
