Keyword Matching

[GetReal]

For a particular ad group, I want to include many keywords that are derived from a base term. But I DO NOT want to include the base term in my search results.

For example, let’s say the base term is ‘widgets’. I do not want my ads triggered with the term ‘widgets’, but I do want to trigger my ads with terms such as ‘blue widget’, ‘green widgets’, and ‘widgets red’.

Does this dictate that I use Exact Matching, and specially identify all the keywords that I want? I then add each and every term I want, using Exact Matching. This seems laborious, but if this is what I have to do to eliminate the base term, so be it.

Now let’s say I do want to use the term ‘widgets’ in another ad group. If I generate another ad group, and exact match the term ‘widgets’ in the same account, will this ad over-ride the broad matching of the ad group above? So in one ad group I do want to use ‘widgets’, in another I do not want to use the term ‘widgets’. How do I do this?

Bottom line, how does the keyword matching interact in different ad groups?

[ppcbuyers]

you can add exact match [widgets] as a negative to your ad group with blue widget, green widgets, etc.

[eWhisper]

Matching only occurs at the ad group level. A keyword in one ad group will not affect another keywords ability to show.

The one exception to this is if you use campaign negative keywords - they do affect all the keywords in your campaign.

If you have times where different keywords could be triggered, then Google will show the one with the highest ad rank (quality score x max CPC) the most often.

Therefore, what you could do is have two ad groups:

ad group 1:
Your keyword (phrase or broad match)
Your keyword (negative exact match)

ad group 2:
Your keyword (exact match)

In this instance, if someone searches for your keyword exactly, then ad group 2 will show. If someone searches for a variation of your keyword, then ad group 1 will show. In this case, these two ad groups do not compete with each other.

[GetReal]

Hi eWhisper,
Thanks for your input.

This sounds good, how do I do a negative exact match?

GR

[GetReal]

eWhisper,
One more question.

If I set up an ad group to promote the term 'Dark Blue Widgets', I use exact matching as I'm just selling dark blue widgets. Am I competing against others that are bidding on the term 'widgets' using broad matching?

GR

[SanDiego Art]

In AdWords Editor, go to the Negatives tab for that AdGroup/Campaign, enter in: widgets

Then use the pull down to change the match type to "Negative Exact"

From within the interface, go to Keyword tab then scroll down to Negatives section. Click Add, for Adgroup or Campaign level. In the box, enter -[widget]

You would add -[dark blue widgets] as a negative to the adgroups that had the broad matches so they aren't "competing"...

[Structuralist]

GetReal, yes, your exact match keywords would compete against the broad match keywords of others, but because your exact match keyword is more relevant to the search query than the broad match keyword, the quality score (or at least that component of the quality score) would tip in your favor.

Here's a great post outlining match types for negative keywords:
[adwords.blogspot.com ]