Keyword planner

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[Ronnyy]

Hi,

While trying to understand the average cost for certain keywords, using the Keyword planner, it happened many times to see a big difference in price based on the order of the keywords:

To give you an example:
Keyword (by relevance)Avg. monthly searches Competition Suggested bid 
best piano 4,400 Low € 0.95
the best piano 480 Medium € 1.30
best piano music 2,400 Low € 0.89
best of piano 880 Low € 0.73
the best of piano 1,000 Low € 0.10
piano best 390 Medium 0.14

I'm very surprised to learn this knowing that in google search the order of the words does not matter...neither the filler / linking words

My questions are:
1) how relevant is the order of the words?
2) how relevant is the linking / filler words such as: "and", "of", "by"
3) does a publisher need to have the exact word order and the exact sentence to have a better match with the keyword planners proposals?

Many thanks

[aristotle]

Include all of the variations as exact matches. Then you can test various bids and see what happens with different variations and bids as you continue to test.

[Ronnyy]

Thank you aristotel I was hoping to learn from the experience of the members, thinking that I'm not the first one facing this question...

Anybody that faced this dilemma?

[Ronnyy]

So it's just trial and error?

What I find unusual in what aristotel said is that you should include all variations. I assume you meant in a campaign rather than in an article as a publisher.

As a publisher, I would find it difficult to write an article and make sure I include all variations of 3-4 words... it's not a good writing style, it;s more writing for google :( this is why I'm very surprised to see that nobody else had to deal with this type of issues before...

[aristotle]

I recommended that you include all the variations as EXACT MATCHES with separate bids for each variation. That gives you more control. You can also use phrase matches, etc, with their own bids, in addition to exact matches to get even more control.

[Ronnyy]

Thank you aristotel, now I understand it better, but nevertheless do I fully trust adwords for their suggested bid? my question being, for Exact matches as you mentioned and as it is implied by adwords suggested bids why do we have such a big difference between "best of piano" 0.73 and "the best of piano" 0.10
I'm very surprised to see that google in their suggested bid perceives such a big difference if you add "the" in front of your main text.

Nowadays when all these linking words are ignored in Google searches except if you make it an exact match in google search (which I assume very few people do) I fail to understand a difference of 64c between using "the" and not using "the", or maybe the suggested bid is not the most accurate estimation of the reality.

Thank you

[Ronnyy]

And another point, if I use Exact match for the text: "the best of piano" and then a user visits a page that exposes only the text "best of piano", then my ad will not show up on that page? (assuming that my add has the highest bid at that time).

[aristotle]

And another point, if I use Exact match for the text: "the best of piano" and then a user visits a page that exposes only the text "best of piano", then my ad will not show up on that page? (assuming that my add has the highest bid at that time).

You need to include both of them, and other variations too. So for example, your keyword list would include all of the following:
[best of piano]
[the best of piano]
"best of piano"
"the best of piano"
etc
Then you have to test different bids for each keyword to determine what works

[ehorvath]

Hi Rony,

There is a reason why certain keywords have different suggested bid, and word order does matter in English and many languages as well.
If you are selling pianos, 'best of piano' just doesn't make any sense for you. If you check this term (for example search for it on Google) you'll find out why. The first 4 results are videos from Youtube...

So 'best piano' is a search for commercial intent when someone trying to find a piano for higher price, meanwhile
'best of piano' are used to find pianist playing on the piano and just doesn't make sense to bid for.

It's a great way to check the keyword is good for you or not in Google is the following:
- search for the keyword as it is in Private mode (so your search history won't be considered)
- if the top 5 results are totally different than the page you'd like to advertise.. than just Don't advertise your page for this term...

Google is pretty smart finding out the user intent behind the keyword and if the top 5 pages content are different from your page.. than people using that keyword that just convert.

Also don't forget to use negative keywords... eg:
'best piano' it's okay.. if you are selling pianos.. BUT
'best piano book' or 'best piano songs' are not worth to bid for either.

I hope this make sense. I have 10+ years with PPC so I know what I suggest :)

Best, Erno