I understand that exact matches are highly targeted and will probably increase CTR even though traffic is light but is there any use to the broad and phrase match options when dealing with a highly targeted 'safe' campaign?
For your initial launch, I would get a solid understanding of what the match type differences are - but I wouldn't focus on common beliefs about match types necessarily. I would instead focus on a. your level of tolerance for incurring unprofitable spend for the sake of learning and b. your comfort with the starting point of your current keyword list.
If you have budgeted some spend to learn what works and what doesn't... or, if you're looking to mine your logs for matching queries to aggressively expand your keyword list - I'd certainly bid on multiple match types. But, if you are managing to a tight budget or you're simply trying to validate a small set of limited keywords - then, yes, I may start with Exact match first to see how it goes...
Good luck to you!
From Google Adwords Help:What are keyword matching options?
There are four different keyword matching options, each specifying a different way for a keyword to interact with search queries. With some options, you'll enjoy more ad impressions; with others, you'll get fewer impressions (but potentially more targeted clicks). By applying the appropriate matching options to your keywords, you can best meet your ROI goals.
Your options are:
Broad Match - This is the default option. If your ad group contained the keyword tennis shoes, your ad would be eligible to appear when a user's search query contained tennis and shoes, in any order, and possibly along with other terms. Your ads could also show for singular/plural forms, synonyms, and other relevant variations. For example, you ad might show on tennis shoe or tennis sneakers. Run a Search Query Performance Report to see what keyword variations trigger your ad.
Phrase Match - If you enter your keyword in quotation marks, as in "tennis shoes," your ad would be eligible to appear when a user searches on the phrase tennis shoes, in this order, and possibly with other terms before or after the phrase. For example, your ad could appear for the query red tennis shoes but not for shoes for tennis, tennis shoe, or tennis sneakers. Phrase match is more targeted than broad match, but more flexible than exact match.
Exact Match - If you surround your keywords in brackets - such as [tennis shoes] - your ad would be eligible to appear when a user searches for the specific phrase tennis shoes, in this order, and without any other terms in the query. For example, your ad wouldn't show for the query red tennis shoes or tennis shoe. Exact match is the most targeted option. Although you won't receive as many impressions with exact match, you'll likely enjoy the most targeted clicks - users searching for your exact keyword typically want precisely what your business has to offer.
Negative Keyword - If your keyword is tennis shoes and you add the negative keyword -red, your ad will not appear when a user searches on red tennis shoes. Negative keywords are especially useful if your account contains lots of broad-matched keywords. It's a good idea to add any irrelevant keyword variations you see in a Search Query Performance Report or the Keyword Tool as a negative keyword. Learn more.
Nicely said, as always. ;)
I am a big fan of keeping things both simple and very targeted at the outset.
AWA
Good luck!
I use all three, then I keep a close watch on conversions. Then I adjust individual keyword bids as necessary.
The reason for all three? Mysteriously, sometimes exact match is a dismal failure while a broad match converts fantastically. I do not know the reason for this, but sometimes I think it could be parked pages displaying ads for exact matches or something like that. Anyway, since I have seen varying results for the various matches, at least in my industry, I have to use all three, all the time.
this is a similar concept to having seperate campaigns for search and content
it gives you more control and better info with no downside
I am asking these questions to get more information, not because I doubt you. :)
I use conversion tracking so all the information is right in front of me when I am viewing any particular adgroup. Also, my adgroups are tightly focused and clearly the same keyword using different matche types are related. So I ask again, why is it best for each match to have it's own group? Details please.
because of the nature of phrase and exact match the advertising is more consistent (and you dont even need to consider expanded match)
it should take less time to tweak those keywords and there respective ad copy
if your broadmatch ctr (and adgroup QS) tanks because google takes certain additional liberties with your broad keywords:
do you really want that to affect your more consistent exact and phrase matches to be affectedn (at all)
imho
from worst to best
basket (broad match only)
basket (all match types)
basket with the best keywords seperated into additional adgroups
broad match in one ad group, phrase and exact in a second
broad match in one ad group, phrase and exact in a second with the best terms picked out into additional adgroups
broad match in one ad group, phrase in a second and exact in a third with the best terms picked out into additional adgroups
each keyword (broad,phrase,exact) 1 by 1 in individual ad groups
This matters for two reasons: 1) user intent (their goal) is embodied in the query - 'buy vitamins' is different than 'vitamin alergies' which is different than 'increased energy' - and as such what the user types matters far more to your conversion than what keyword you bought. Some of those queries you want to pay for because they're relevant to what you offer. Some are not and so you shouldn't. The intelligent use of Match Type (plus negatives) is how you control for that. 2) They're called ad-groups because they control which text-ads are shown to the people who's queries are matched to the keywords they contain - meaning that a text ad relevant to the above three examples is not optimized to any one of them to say the least. If the search query net is wide your text ads have to be, by definition, vague and ineffective. Imagine a sales man who repeats the same pitch no matter what question the customer answers.
Unfortunately, Google (and most paid search tools) make it nearly impossible get complete and clear search query information. In Google you can get about 1/2 of them but at ad-group level only. Miraculously they won't tell you the search query on which you paid to have your ad-displayed and clicked.
This leads to the 2nd reason to split the same (or similar) keywords set at different match types into different ad-groups - if you don't have better PPC software it's the only way to get close to knowing which queries were matched with which match types.
By watching the queries by match type you can expand the keywords (and all match levels) and the negatives, and bids, to tune your campaigns toward a situation where you're highly valuing the profitable queries and paying less (or eliminating) the non-valuable ones. Ideally you'd equalize ROI across the three match types, probably with descending bids.
Why is it best practice to have each match type in it's own ad group? What do you mean by "more control and better info"?
- Recently there was something from AdWords that said not all match types will be getting the same QS – enough reason to separate.
- If using “Search Query Report”, it’s so much easier to run it and not to worry about useless reporting for exact match keywords, plus easier to read it when you divide phrase from broad.
- If you believe that everything in Google AdWords carries its own score (from keywords up to an account, separately or in a correlation to other things), which I do, then you have another reason to separate. Why letting broad match ruining the score of your winning exact match?
- If you’re doing any kind of proprietary tracking, just like in reporting, you may find it easier to understand and do some additional brainstorming when you divide keyword match into separate ad groups.
- Keyword insertion is easier when you divide keyword matching into separate ad groups. If you’re bidding on “blue pajamas” you definitely want that phrase to be part of your ad text (title or whatever). With broad match, how about “blue pajamas” title showing on query “sexy underwear”? ;)
- Matching queries to your ads is much easier when you do it separately, as the colleague from above already said (dpam).
I’m sure there is more to be added here.
It’s like with books on the shelves. Some people don’t care where they put them, while others are always worried about how they’re organized as that makes their life easier.
Or with diary in the grocery store (those big good ones). Skim milk of one brand is above another, 1% too, and so on. It just depends how you look at the fridge - horizontally or vertically. ;)
