Many tips suggest setting up keywords to match all phrasing choices. Example: Divorce Lawyer "Divorce Lawyer" [Divorce Lawyer] Should this all be done under the same ad group, or separate ad groups?
That's just not true!! I would normally say if they are all relevant to the advert then keep them in the same ad group.
They *can* be placed in the same Ad Group, but my advice is don't. Have a campaign for Exact Match and a campaign for Broad and a campaign for Phrase. This way you can select different budgets and it makes life a lot easier when maintaining and split testing. I have a campaign labelled "Widgets - Exact" which has lots of AdGroups - some "1-to-1" and some clustered. Yet they are all Exact Match Types in there. I also have "Widgets - Broad" and "Widgets - Phrase" and the main purpose for these campaigns is to allow me to find out new long tailed exact match types. It works superb for me and not heard anything in the past 12 months that would make me change that structure.
I'm not sure about the structure mentioned above, especially in a large scale account - the management can become painful to say the least. As I say I would "normally" say to keep them in the same ad group if they are relevant - why maintain 3 versions of your advert copy across 3 different campaigns for the same keywords? Of course, there are many different ways to structure an account and these are just 2 differing viewpoints!
Keeping them all in the same Ad Group to me, is one of the first things I learnt not to do. For me, it's a case of what you do right at the beginning when learning about AdWords. The first thing is budget. If you have them all in the same adgroup there is no way to budget correctly. I spend more on my Exact Match Type campaigns as they produce most of my business. Another thing, when you are split testing (and you should be), it's easier to write ads that target the Exact type, than it is to also cover the broad and the phrase. What's more - when you see data for the 2 ads after 1 week, you know that the ads relate to the Exact Match Type and not 3. It's also easier to get a higher QS when doing it this way. If you had them all in the same adgroup, Ad A could have a CTR of 5% for Exact, but 1.2% for the Broad match type. When you look at your adgroup it will be a mixed CTR taking them both into account, so it's impossible to see how good it's actually done for just the Exact Match type, without going in and producing uneccessary reports. One thing I would add - having a campaign to include Broad & Phrase can be ok - but that's only because in my account, Broad & Phrase serve one purpose and one purpose only - to enable me to find out more long tailed keywords, to then add to my Exact Campaign. For example: I have "make money" as a phrase match in my Phrase campaign and upon checking StatCounter (or using the Search Query Report) I notice it's being triggered because people are searching for make money in Manchester - I then either add [make money in manchester] as a new Exact matched keyword or, I can add -manchester as a negative. There's other reasons why I set it out as I do, which I'll note when they come back to me. But, it's a lesson I learnt off Robert who sometimes posts on here and once I realised it was a much more organised way of structuring, I went along with it - and I'm glad I did. Having them together just creates a large amount of data which isn't correctly split up. Structuring the way I do, make it far easier to read and understand. I don't focus too much on phrase + broad. My aim for these is in time for them to get fewer and fewer impressions because as I find out why they are being triggered - I either add a negative or produce the new search query in Exact match format. As I spent 90% of my time managing the Exact Match Types, it actually saves me time as I'm seeing more accurate data and it's making decisions that much more easier.
Like I say there are many different ways to go about creating and managing a PPC campaign and each should be taken on a case by case basis. I fully understand the theory behind this particular method but it is not a cure-all for every PPC account.
We'll have to agree to disagree, which is fine. Everybody has their own way. I manage a few other accounts for different businesses and for me, 1 structure can fit all. The business/product can be different, but they should all have 2 ads to split test - and should all have their keywords split up. If you like to have a high QS, then splitting them up is a far easier way - again this is universal, regardless of the business/product. It's easier to write ads when you know exactly what the keyword being triggered is, as opposed to writing ads that could be triggered via a whole host of queries. Ultimately it comes down to control - you have more control if they are split up. Reports are also a lot easier to produce and understand if they are split up. However, like I say, each to their own.
Agreed, each to their own. What I find fascinating is that you propose the only way to have a good quality score is to split related keywords across 3 different campaigns! When you have multiple match types in an advert group they still have to be related - so no, the advert will not be triggered by a "whole host" of queries - only related ones. I would also say that no, there is no one type fits all PPC account solution and that's partly where the value add of an agency comes from!!
No, you could, if you wanted spread them across 3 Ad Groups. The reason why I take it a step further and put them in their own Campaigns, is because, then I can have different budgets (i.e spend more on my exact and less on broad/phrase) and because you can only have 100 ad groups to each Campaign (unless you spend X amount and then they apparently increase this cap). Therefore, for me, it makes more sense going that step further and putting them in their own Campaign. It also enables me to do campaign reports and make the data easier to read and understand.
Hi, Am surprised at some of the above observations. I wouldn't dream of not having the three versions of the same keyword within the same ad group. It's a simple matter to control your budget using Adwords Editor. I start my bids with 'phrase' and 'exact' at 1% of the value of a sale, 'broad' at 30% less and adjust from there to achieve positions 3 to 6.
I don't know if you mean you have all 3 in the same Ad Group or that you don't. I've given my thoughts and whether people wish to follow my advice or not is entirely down to them.
A couple of threads from the past which cover the same thing: http://forums.digitalpoint.com/showthread.php?t=962678&highlight=broad+exact+phrase http://forums.digitalpoint.com/showthread.php?t=836146&highlight=broad+exact+phrase The user robertpriolo is someone I respect on here, but he hasn't posted since December. I've sent him a PM asking for him to visit this thread to give his 2 pence/cents. Do a search for his username. Ultimately, he agrees that it's best to split them into different Ad Groups as it gives greater control. To top that it makes reports easier to make and understand; makes it easier to create ads with better relevance which in time helps Quality Score. You can also budget if they go into their own campaigns as budgeting via Ad Groups is not possible.
Hey everyone... yes as muchacho stated separating the match types into separate adgroups is the best way to manage your account. Even if you have 2 keywords or 20,000 keywords, difference match types should never be placed inside the same adgroup. Googles system technically will allow it, but even they give you a warning flag before you submit it. Kind of like a last warning of are you sure you you really want to do this. There are so many advantage of keeping them separate that I dont really want to go through and list them all. Read through my old posts as I go into great detail, especially on this subject. squarecat - you are correct, large scale accounts can become painful if you do not have the right tools to help manage an account at such a size, but an extremely large scale account should be taking this advantage more than anyone. The optimization and long term cost benefits well out weight themselves. There are many tools to help manage accounts of this size, I recommend you look into them.
Hi All, Out of curiosity, I've just been separating my adwords out into campaigns for exact, phrase and broad matches. I also have them split out for 'Google & Search Partners only', 'Network only' and 'Placements only'. Recently I read that it was also useful to put your list of exact keywords as negatives in the phrase and broad section - does anyone agree or disagree? Thanks, dewaylando
Exact always overides Phrase/Broad and Phrase always overides Broad. Some people's theory for doing the above is so that a phrase match won't be triggered when someone searches for an exact matched keyword- they're wrong, because exact match overides phrase anyway. The reason for doing the above, for me anyway, is for example, if your Exact Campaign's budget ran out for that day. If this happened, your phrase matched keywords would then take over and be triggered. For example: Exact Campaign has [yellow widgets] Phrase Campaign has "yellow widgets" Broad Campaign has yellow widgets If somebody searched for Yellow Widgets your exact keyword will always kick in - but if your Exact Campaign's budget ran out for that day, your phrase matched "yellow widgets" will then be triggered. I hope this makes sense. If you want phrase match to take over, when the exact campaign is disabled (due to budget running out), then don't do what you've mentioned in your post.
Crystal Clear - thanks for responding so quickly muchacho. Also, do you further split down your Campaigns to search, network and placements?