Weird Broad Matching Options

[MtraX]

Hi

I'm finding that doing a broad match on keyword1 keyword2 for example will show the ad at times for one of the keywords only. I find that highly confusing? The actual term that was searched for is nowhere to be found in any campaigns, but analysis of the actual ad that displayed led me to this conclusion.

Am I correct in assuming this or could it be something else? I thought the search term has to contain both the terms of a broad match?

The second term in the search is nowhere in any campaign and the first term is nowhere on its own with a broad match?

This is alarming as I don't want the ads showing up for non relevant searches as it's serving the wrong ad for a generic type search term.

Regards
MtraX

[Kria05]

It's probably due to expanded broad match.

You can fix the specific instance by using embedded match like this:

-[keyword1]
-[keyword2]

It won't fix all the problems though so you can either diligently track all unwanted expanded matches as much as you're able and fix them with negatives and embedded match. Or you can switch to phrase and exact match. Neither option is ideal. Google should give us the option to opt out of expanded broad match.

[DanThies]

Yep, expanded broad match is evil.

[Kria05]

I manage a campaign for a holiday resort. Ads started showing for the names of several other holiday resorts in the area plus nearby destinations!

[nethy]

Yep, expanded broad match is evil.

Yeah it can go nuts sometimes.

[DanThies]

Embedded matching has been acting a bit goofy lately too.

[MtraX]

Thanx for confirming my suspicions! I'll add some negative matches to try and counter it and more exact matches, problem is just I'm working with about 60+ locations! I'm using various phrase tools, but was wondering whether anyone has some good ones that has the ability to do advanced replace within a phrase with a base list of keywords? Will probably be able to build it myself, but if it's already out there for free...

[DanThies]

Aaron Wall's keyword list generator (@ tools.seobook.com) should do the job, it will spin up broad, phrase, and exact lists.

[MtraX]

Had a look at that before, but it still doesn't allow advanced replacement etc.

I found a good one at http://www.mytrashmail.com/keyword_generator.aspx, but it doesn't always work.

Cheers
MtraX

[Kria05]

A couple more options:

Keyword Pad by softnik

Revenuewire keyword management tool

[MtraX]

A couple more options:

Keyword Pad by softnik

Revenuewire keyword management tool

Thanx Kria, that seems to be a good one :-)

[nethy]

I like keyword pad

[cline]

I'll second that Expanded Broad Match is EVIL.

How complicated is your matching? If it's only single words, phrase does the same as broad except it doesn't trigger expanded broadmatch.

But if you need broadmatch, you're going to have to pour over your search query reports to identify and block the expanded broadmatch keywords that Adwords is using to steal your money.

BTW, "steal" is not an exaggeration. It's theft. If you pull your Search Query Reports, filter out everything that's not broad match, then in the broad match filter out everything that's not an expanded broad match, then run your ROI numbers, you'll most likely see some data that will shock you and make you reach for your wallet to see if it's still there.

[jehochman]

Yeah, I often run both the broad match and phrase match in the same group, and end up bidding much lower for the broad match. I also tend to add lots of negative keywords whenever using broadmatch.

As those above have said, Google AdWords is an adversarial game. Don't be fooled by their friendly image. Google's objective is to make as much money as they can. Their interests are not the same as yours.

[HorseCove]

I used to be a fan of the expanded broad match, but over time Google has spun the dial too far. Now when we look over the lists of terms our ads are showing it is frightening - in many cases they aren't relevant from any stretch of the imagination. So much for relevant ads showing up for relevant search queries.

As for negative keyword lists - yes, they help, just be prepared to add daily and monitor your logs like a hawk.

I am adding this:

We recently confirmed that part of the strange queries we've been seeing is linked to a recent Google PPC algorithm change where they consider the previous search. Check out http://www.semclubhouse.com/expanded-broad...-1-2-punch.html for the details.

Christine

This post has been edited by HorseCove: Oct 14 2007, 10:59 AM