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Using all 3 keyword match types.



7:26 pm on Nov 15, 2008 (gmt 0)

5+ Year Member

Is it a good practice to use all 3 different keyword match types in the same adgroup?
i.e apple pie, "apple pie", [apple pie]



2:44 am on Nov 16, 2008 (gmt 0)

10+ Year Member

No it's very bad practice and often results in low quality score.

It used to be the done thing. Perry Marshall used to recommend it and it worked great but nowadays it tends to snag delivery. I've seen replicated keywords (in different matches) removed and quality score move from poor to great almost instantly.


8:34 am on Nov 16, 2008 (gmt 0)

5+ Year Member

use negative embedded match if you use differant match types on the same keywords

ad group #1
apple pie
-"apple pie"
-"pie apple"

ad group #2
"apple pie"
"pie apple"
-[apple pie]
-[pie apple]

ad group #3
[apple pie]
[pie apple]


4:27 pm on Nov 16, 2008 (gmt 0)

5+ Year Member

Thanks for the feedback - edd1 & cyberandroid.


4:46 pm on Nov 16, 2008 (gmt 0)

5+ Year Member

What factors determine when a keyword should be Exact,Phrase or Broad match?


5:13 pm on Nov 16, 2008 (gmt 0)

5+ Year Member

It's still a great idea to break out keywords into the 3 different match types, but you might want to split them up into three different ad groups as cyberandroid mentioned. Then for each match type you can specify its own bid and its own ad. This is helpful because searcher intent is often different for the traffic you get on each of those match types.


4:12 pm on Nov 17, 2008 (gmt 0)

10+ Year Member

I was just adding keywords using AdWords Editor 6.5.1 and I started getting warnings when I attempted to add the same keyword as a different match. Not sure if this is new or not but I was suprised:

Warning: This keyword is the same as another keyword in the ad group with a different match type.


4:42 pm on Nov 17, 2008 (gmt 0)

WebmasterWorld Senior Member netmeg is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month

That's standard - as long as it's a warning, you can ignore it. They just want to make sure you're aware of what you're doing.

If it's a red notice, then it's an error and you won't be able to post it until you fix it.


5:57 pm on Nov 18, 2008 (gmt 0)

10+ Year Member

Thanks netmeg, that's helpful.

I also have to say that I removed just over 1500 duplicate keywords (with different matches) yesterday and on the keywords where I noted the QS on I haven't seen any change yet.

Possibly my account is structured a bit differently than others.


6:00 pm on Nov 18, 2008 (gmt 0)

10+ Year Member

Most of the dups I removed were in the 6-8 QS range.

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