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I have been organizing my keyword phrases into separate adgroups by match type for example:
Discount Widgets (B)
Discount Widgets (P)
Discount Widgets (E)
The main reasons,
- to see the rolled up cost of the separate matching types (which has been helpful, but with google's report exports, i can easily see these in excel now).
- to display ads to each group based on match type (which i haven't been doing at all)
- to see which broad matched words were being applied (which is moot due to the new search query performance report0
but i am considering rolling them all back in to a single adgroup. the main reason being, it's easier to manage all the keyword types and negatives while in one group. Especially using the Search Query Performance Tool in the new adwords interface. i love how you can instantly add keywords from the past results into the adgroup. unfortunately, it only lets you add to the current adgroup, so if i'm in "Discount Widget (B)", and i see a new keyword that performs well, i can't add it to "Discount Widget (E)" directly from the interface. The same for negatives.
i also export my keyword data for reporting to Tableau Analytics, so, I can easily see the results based on match type as well.
And since I use Excel to handle bid management on a keyword level, it doesn't seem to matter where the keyword lives in the account structure.
Just wanted to get other people's thoughts on splitting vs same adgroups for keyword match type. I'm pretty much convinced to roll them back together, but seeing if there's a major reason i shouldn't.
- in reports, I like when I run a report for "Broad" group only to see what queries people have really typed, plus it's easier for my own keyword tracking, if I use it
- I can use negatives on group level while not affecting Phrase or Exact
- I can do profitability analysis in easier way (on a group level) and figure the difference between E, P, and B
- it is easier for me to maintain bids straight from Google's interface as I never bid the same on E, P, and B
Finally, I truly believe that B match diminishes the total QS of an ad group that has good performing E keyword(s) in it. CTR of B is always lower than CTR of E.
Therefore, if an ad group and ads need to suffer because of keywords, let them suffer in B group only.
I ended up combining them into the same adgroup yesterday, mostly to help manage easier and reduce the work required when creating new adgroups and keywords.
Your points are all valid, but I am going to do my analyzing outside Adwords (using the Sales Revenue / Conversion metric) which is only available in the reports section, and not in the main adwords interface.
According to the adwords help center, it seems the quality score is based on the keyword itself, and that it does not matter if it is a broad based, exact or match.