Exact, Phrase and Broad Match in 1 Ad Group? Why?

Do you use 3 types of keyword matching options in one ad group or not?

[lucky]

Do you create 1 ad group like this:

(YOUR AD)
[blue widget]
"blue widget"
blue widget

Or, do you create 3 ad groups for 3 for different matching options like these:

(YOUR AD)
[blue widget]

(YOUR AD)
"blue widget"

(YOUR AD)
blue widget

Is there an important difference between these 2 options? What are the advantages or disadvantages of both systems in your experience?

[patrickSMC]

I create ad groups similar to your first example, with all of the match types in one ad group, because I would want all of those keywords to display the same ad.

I can't think of a reason for separating those keywords into different ad groups--unless you wanted them to display different ads.

[stevebaik]

Use the same ad for the 3 match types.

[lenin_s]

Hi,

I discussed using the first option for our account with our adwords rep, and he told that using different match types for same keyword is self defeating and would bring down the CTR and Quality score.. Is that true? Does anyone can share their views on this please.

Lenin

[RhinoFish]

If you're aiming broadly and/or are not roi centric, but are more branding centric, then you'll agree with what you said the rep suggested. if the matches that would be exacts, aren't bid exact, their high ctr will contribute to raise the broad ctr. however, if you're aiming precisely, you want the exacts isolated to take advantage of their higher ctr alone, without being watered down by the broads. so there isn't a single answer for any advertiser, it depends on your goals.

[poster_boy]

I discussed using the first option for our account with our adwords rep, and he told that using different match types for same keyword is self defeating and would bring down the CTR and Quality score

That sounds like the opinion of an individual who has never managed their own campaign nor been responsible for managing within tight ROI constraints.

To add to Rhinofish's statement that "there isn't a single answer for any advertiser" (which I agree with wholeheartedly), it also depends on the keywords being discussed.

For long-tail keywords with limited volume and, perhaps, only faint distinctions across queries, where the value associated with customized ad copy or unique bid is limited - then, yes, it probably doesn't make sense to expand such keywords across all match types. But, for high-volume keywords where nuances in each query can dramatically change the the value of each visit (or, can skew the marketing messaging needs) - there's no compelling reason why these differences shouldn't be exploited.

[ogletree]

ewhisper said this in another thread

In January 08, Google stated that displayed quality score is only based off the exact match variation of the keyword.

This means that the QS is based on the exact term typed in regardless of the match type that shows it.

So having the broad, phrase, and exact match in same group won't affect the QS. You can put them in separate ad groups but it is unnecessary work.