still confused on broad, phrase, exact

[crimsonblack]

Someone once told me ok if you have 100 keywords

put them all into adwords just as they are

then put them in again with [] around them

then put them in again with "" around them..

I did this and well it didnt do me anygood so i emailed google and the lady said to me..

That really you should pick one or the other.. never put [] and "" of the same word in.. as its not going to benefit you..

so question is.. what do you guys do? if you have 100 keywords do you put them in as they are no nothing around them or do you pick [] or "" ? thanks

[poster_boy]

Breaking out each match type is a way to optimize ROI and position at a more granular level. Despite those who say otherwise, it is absolutely worthwhile.

But, in my opinion, it is something that's worth doing to *refine* your bidding & optimization strategies as opposed to a strategy to start with. Cast a net to start, refine later.

I'd submit all on broad if you have more risk tolerance or all on exact if you want to be more cautious.

Good luck.

[CernyM]

Whether or not you will see a benefit depends largely on the amount of traffic you generate. If you generate enough traffic to be statistically meaningful over a reasonable period of time, you can fine tune your bidding strategy to improve upon your goals.

For our campaigns, we have generally found that exact match converts more than phrase match which converts more than broad match.

So, from time to time, we adjust the proportions we bid for each. e.g. If exact match is "1", phrase may be "0.85" and broad may be "0.5" (We also strive to have as little broad match traffic as possible through judicious use of associated keywords and negative keywords.)

Many people will tell you just to bid the broad match because it will catch everything. While it is correct that everything will be caught, you very likely will be overspending on some of the matches relative to their value.