I have a broad match keyword, let's say "dog training". Will the add appear also for "puppy training" or for other keywords containing "dog" synonyms? My problem is I have a min cpc of 10 cents for "dog training" and an activation cost of $10 for "puppy training".
It could. EBM (expanded broad match) casts a pretty wide net. More info - http://adwords.google.com/support/bin/answer.py?answer=6100&topic=10975
There's a good chance that your advert will appear if you broad match, though it's by no means certain - it's very hit-and-miss. It's an interesting point, since if "puppy training" has a high minimum bid due to its poor clickthrough rate, this would resolve it (as you suggest). But whilst the clickthrough rate of the "puppy training" searches may drag down the clickthrough rate of "dog training", I don't think it'll affect the Quality Score (and hence the minimum bid). The reason I say this is that a keyword will always get the same QS, regardless of its match type. So "dog training" on broad match can't be penalised for the performance of broad-matched search terms, or "dog training" on exact match would have to be penalised as well. Did that make any sense at all?
Broad match is hit and miss. Sometimes I wonder what search terms searchers are actually typing when they click my ads. But it is about the quality of the visitor and the ROI. As far as the $10 min bid for "puppy training" Google doesn't consider you relevant so you have a poor QS. Check the magnifying glass beside the keyword for an explanation and increase your QS and your min bid for this term will drop.
If any of them click on your advert, they'll appear in a search query report, so you can see what your adverts appear for...
put more "puppy training" keywords on your site/landing page, get "puppy training" in the destination URL for the adword ad.
helps, but dont overkill (wouldn't want to look like spam) i dont think it helps/hurts to have the keyword in your destination URL... Deviating from the point, i would feel its better to phrase match or exact match "dog training" as well as "puppy training" and not really bother with the broad match too much. I've always found it difficult to get it to work the way I want the first time around, as well as a bit more costly.
One thing to note about broad match is that your expanded broad matched term (dog training) will show for relevant terms (such as puppy training) IF the max cpc of your broad matched term meets the min cpc of the term it is mapping to. Since this is not the case, your broad matched term will not show for the mapped term.
I wasn't sure about EBM but is pretty clear now (plurals and synonyms will show up) By the way: Nice blog you have there "PPC Discussions "(added to my Bloglines ). Interesting. Thanks. I've thinked that Google considers dog training, [dog training] and "dog training" to be 3 different keywords in an adGroup. Am I wrong? By the way... When should I use all the matching keywords for a keyword in the same adGroup. I've added your blog to my feed reader. It can be the QS. But also one of the reasons can be that Google slapped before some adgroups for this site? I am thinking to build a new website or clone this I have now. Unfortunately it is hard for me to do that because the text was written by a copywriter and I don't want to mess up things. It is better to work with exact or phrase matches but the list of keywords for this website is quite large. I'll give a thought to your advice. Thanks.
As far as the Quality Score is concerned, they are the same word... Here's Google's perspective: http://adwords.google.com/support/b...ery=multiple+match+type&topic=&type=&onClick= If I am bidding on phrase/broad match, I add a keyword on exact match as well if it gets sufficient traffic for me to be able to assess its performance and adjust its bid accordingly. My guide's a bit out of date on this - there's an update on the way...