For new campaigns, start with broad of phrase?

broad match, phrase match

[pood]

When you guys start a new PPC campaign, do you start with the broad/advanced matching off the bat or start with phrase match?

A strategy I plan on testing: start with broad match, see what keywords are converting the best and any keywords that don't convert, put them in a negative list.

Granted, this would cost a little more than starting with phrase match.

[redintheforest]

There is a tool called Adwords Wrapper that automatically generates phrase, exact and negative keyword phrases to use in Google Adwords - This will save you time...

There really is no right or wrong way to do your set up. A lot of it is trial by error...it is really hard to define and test to see which works best for you and your site.

I personally think it is best to use exact match keywords. However, I do use all three types depending on my adgroup and keywords.

[edited by: tedster at 11:21 pm (utc) on Mar. 11, 2008]

[awaken]

Pood, I usually use phrase and exact match keywords. I've noticed that with Adwords when I use broad match, I don't really get much more data from Google in terms of what keyphrases triggered my ads. If I run a report, I usually get a bunch of fields that say "other related search" or something like that. That doesn't really tell me much. On top of that, I have to guess, if the searcher was in fact using a phrase that was relevant to my ad.

If you stay on top of your negative keywords, you can use phrase and exact match to drive more targeted traffic to your site. If you have the money to blow on testing, then keep testing with broad match.