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Organizing Broad and Phrase Match Keywords

     
7:38 pm on Jul 19, 2011 (gmt 0)

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What is the best way to set up exploratory broad match keywords while still being able to run higher CTR phrase match terms?

If I put the broad match terms in the same ad group as the phrase won't they get served up first?

I have an ad group with 10 phrase match keywords that are highly relevant but not getting a lot of traffic so I want to research other terms using broad match. How should I approach this?
8:25 pm on July 19, 2011 (gmt 0)

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I would create a new ad group with broad match only.

I would then ensure I enter all negative terms that I don't want to waste impressions and clicks onto (campaign or ad group level).

I would also remember to use + option with my broad match in cases where I want certain terms to be really related to what I want while still broad match.

Finally I would check search terms daily (for previous days) to get new ideas for keywords including negatives.

Assuming that you can track keywords that bring conversions in, every some time, from that broad match group, I would make a list of good ones, and enter them into "phrase" and "exact" match ad groups.
Consider this as three steps on your stairs.
8:24 pm on July 20, 2011 (gmt 0)

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Thanks, I appreciate your help, I will try that! I had to look up the + modifier, I had not heard of that, definitely very helpful.
9:42 pm on July 20, 2011 (gmt 0)

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I had to look up the + modifier, I had not heard of that, definitely very helpful.


I hadn't either. Can you tell us here what it is?
10:14 pm on July 20, 2011 (gmt 0)

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The + (Google is addicted to plus signs these days) is for advanced broad match - it helps prevent against some of those *really* stretchy broad matches they put forth.

so if I do +green widgets, then in theory it should only show my ads when green is in the search string.
12:20 pm on July 21, 2011 (gmt 0)

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Also, if I'm understanding it correctly you could do:
+widget +attachment

and show up for searches that look like:
widget with a free attachment

rather than a phrase match for "widget attachment"that would only show for:
free widget attachment
3:09 pm on July 21, 2011 (gmt 0)

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for more on Modified Broad Match (the "+" thingy), see here:

adwords.blogspot.com/2010/07/new-keyword-targeting-feature-rolling.html

aka Mod Broad.
 

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