Overusing Google Match Types Options

[ErinDecker]

We are planning to reorganize a PPC plan for a client that has been maintaining it internally up to this point. Typically, we use a variety of broad, phrase and exact match depending on initial results we get from broad match, or if their goal is very specific we may narrow in right away. We also set up negative keywords accordingly.

This is the first instance that I've encountered every keyword in every Campaign and AdGroup having a broad match, phrase match and exact match version. (IMG:style_emoticons/default/blink.gif) Does this seem a little overkill to anyone?

I just keep thinking that these keywords are likely competing against each other and so there is no way to determine the best fit for what they want to be found for. I believe some should be broad, some should be phrase and a select few should be exact.

Does anyone have an opinion on the overuse of match types in this case? My thoughts are to pause the keywords in certain match types and test one match type for a month or so and then determine if it needs refining. Since I don't want to lose the past data, I'd like to leave it paused and in the campaign. (IMG:style_emoticons/default/unsure.gif)

Thanks!

[Alan Perkins]

Hi Erin

It's not really a problem. The keyword with the highest AdRank will always win. It may not be the one you expect to win though.

Assuming you put the three match types in different ad groups, then you can use negatives to stop the exact match triggering the phrase or broad match, and the phrase match triggering the broad match.

[ErinDecker]

Thanks Alan. So many of the campaigns and AdGroups are paused right now, for reasons we are not aware of (but will know soon), so there is limited information on how the keywords are doing, and which match type has the highest AdRank.

Assuming you put the three match types in different ad groups, then you can use negatives to stop the exact match triggering the phrase or broad match, and the phrase match triggering the broad match.

I'll plan on leaving the keywords, but I think I will move them to their own AdGroup. We'll be adding negative keywords (they currently have none!), but I thought the negative keywords were set at the campaign level. How would the negative keywords at a campaign level help stop the exact match from triggering the phrase or broad match in a different AdGroup?

[DanThies]

Erin, I usually have separate ad groups for broad, phrase, and exact matches (or combine phrase+exact into one). When you structure it this way, you can then use an embedded match in your broad match ad group, to prevent the phrase & exact from triggering the broad match ad.

[ErinDecker]

Thanks for all of your assistance! I'll let you know how things go.

[jehochman]

Using different match types can help if you have substantial traffic on the keywords. For long tail terms I generally use broad match only, unless there is some sort of ambiguity. The reason is more practical: with "thicker" slices we get actionable data sooner. If you slice the keywords too thinly, you won't get a statistically valid sample size for a long time.

[Dave Collins]

Does this seem a little overkill to anyone?

I just keep thinking that these keywords are likely competing against each other and so there is no way to determine the best fit for what they want to be found for. I believe some should be broad, some should be phrase and a select few should be exact.

Hi Erin,

Using broad, exact and phrase match is fairly standard practice. It *shouldn't* be necessary, but it works.

Using the three match variations for every single keyword is a little unusual, but not unheard of.

As in all things related to Google AdWords, just keep monitoring and tracking everything.

Also, Alan said "The keyword with the highest AdRank will always win". This isn't the case. The position depends on the bid and quality score. And Google recently started placing increased emphasis on the bid. Great...

Oh and just so you know, I'm a qualified adwords professional with (too many) years of experience. Not saying this to boast, but just to reassure you that you're getting good advice!

Dave

[Alan Perkins]

Welcome to the forums Dave (IMG:style_emoticons/default/bye1.gif)

Also, Alan said "The keyword with the highest AdRank will always win". This isn't the case. The position depends on the bid and quality score.

I said AdRank, not position ...

AdWords Help Center : Ad ranking/Positioning

A keyword-targeted ad's position is based on its ad rank, which is determined by your keyword or ad group's cost-per-click (CPC) bid times the matched keyword's Quality Score.

[Dave Collins]

Welcome to the forums Dave (IMG:style_emoticons/default/bye1.gif)
I said AdRank, not position ...

Thanks Alan!

And my apologies; you're quite right. I shouldn't touch the keyboard before the first coffee of the day is working! (IMG:style_emoticons/default/embarrassed.gif)

[cline]

You're making a lot of extra work for yourself. You now have 3 keywords to manage rather than 1. You should have a reason for that. The principle reasons I encounter are:
* high search volumes
* use of keyword insertion
* issues with expanded broadmatch
* extremely difficult matching issues

Unless any of those issues apply, you're best off using just broadmatch (or phrase, if you need the extra precision).

[ErinDecker]

Thanks for all of the great advice. I think each campaign is going to need a good look over.

I will be discussing the goals with the client very soon. Since they've been managing it internally, I'm not sure if they have thought much about what kind of user they are trying to attract. I think having a better understanding of their PPC goal will help determine how extensively these campaigns / adgroups, etc. need to be revamped, which keywords need to be paused, moved or deleted, etc.

[DanThies]

Cline, this may be the first time I've actually disagreed with you about anything... broad match @ Google is way too broad... I use it to collect specific search terms (you can create a filter in Google Analytics to give you that data), and with enough negative matches it's usually worth running. However, if you aren't at least separating phrase/exact into a separate ad group for terms that have any kind of volume, you're leaving money on the table.

[Spitman]

Erin, I usually have separate ad groups for broad, phrase, and exact matches (or combine phrase+exact into one). When you structure it this way, you can then use an embedded match in your broad match ad group, to prevent the phrase & exact from triggering the broad match ad.

Hey Dan,

I run a fairly substantial adwords campaign as well as several small ones (which are my own money so it means so much more!!) and I'm always looking for ways to reduce CPA and get more out of my budgets.

At the moment I am using a PHP script I wrote to record the actual search terms typed when I get a broad match click, I then put this into a seperate adgroup using an exact or phrase match. I don't however use the embedded broad match, as you mention, as I wasn't aware of this technique to stop the broad match triggering. I have had a look about on the AdWords help guides and can only find a fleeting mention of the Embedded match - without any specifics on how to use it.

Is there any chance you can give some advice on where I can read about Embedded match and how to implement it? It would be much appreciated.

[Alan Perkins]

An embedded match is simply another way of saying a negative phrase match or negative exact match, e.g.

buy widgets
-[buy widgets]

[Spitman]

Sweet, thanks Alan that's top dollar!

I never thought of that but its brilliant, simplicity really is genius - i'm sure I can use this with my existing strategy to really maximise our effectiveness and cut acquisition costs.

Cheers