I am using keyword 'printers' in an ecommerce PPC campaign. I have added 'printers' is Exact match & Broad Match I want to use Exact match when someone type 'printers'. I also want to use Broad Match when someone type 'printers info' But the ad does not show up when someone type 'printers info' What is the reason for this?
The system is confused, it doesn't know which one to use - do you want the advert to show up for just "printers" or do you want it to appear for "printers info" as well. If you want it to show up for both, then why bother with the exact match at all. Simply using "printers" on broad match will mean both people who type "printers" or "printers info" will see your advert. So in summary - you can't really use the same keyword with different match types in the same adgroup. If however, you want to show a different advert when someone types "printers" exactly, then move it into an adgroup of its own. And instruct your broad match advert not to appear when "printers" is typed by using a negative exact match.
Yes it does. It will always use the more restrictive match type. http://adwords.google.com/support/bin/answer.py?answer=66292 You should bother, for a number of reasons. How can you manage your keywords if they are all tied together in one broad match? You may get impressions from 100 keywords within that broad match. 10 may be irrelevant, and need to be added as negatives. The other 90 should be added into the campaign in their own right. That way, you get a better QS, you can write more targeted adverts, and you can adjust the bids to reflect their conversion rates. Specifically, having printers on exact match as well as broad match will give you an indication of its clickthrough rate - it's only the exact matches that count towards your QS. Yes you can, and unless you have a lot of time on your hands, and want a seperate Adgroup for every keyword and match type, you should. There's no need to use negative exact match if you have the keyword on exact match elsewhere in your campaign (see Google's last example).
Have you checked using Adpreview (www.google.com/adpreview)? If you search using Google, you may get misleading results, for a few reasons. Firstly, the search results can be influenced by your previous search, so your results may be atypical. Secondly, if you repeatedly search for the same thing, Google will vary your results. Finally, I'd suggest checking in Adwords, using the Ad Diagnostic Tool: http://adwords.google.com/support/bin/answer.py?answer=10927
i'd recommend trying phrase match to pick up 'printers info' but if it were me i'd have a keyword list like this: [printer] [printers] "printer" "printers" [printer info] [printers info] "printer info" "printers info" [printer information] ... etc
Sheez, you really picked me apart their custardmite. I hadn't actually realised that adwords always uses the most restrictive match type, hence the rest of my answer. Although I will maintain that there is no point in using both exact match and broad match within the same adgroup if you want the same advert to appear regardless of whether the term is matched broadly or exactly. Simply use broad as a catchall. If you want to display different adverts based on match types, then you need to create a new adgroup.
You should still be exact matching everything you can. Never revert to the "catchall" scenario. reason being Lets say you bid $1 for printers broad someones searches for printers info and gets mapped to your printers broad keyword since your bid is $1 your bid on printers info is also $1, but maybe printers info is not so competitive. Bidding $1 will place you in top position, but you want a more effective position like 3rd. You will always be bidding the max, when you could have been bidding an optimal CPC. "printer" position 3 = 0.99 "printer info" position 1 = 0.75 "printer info" position 3 = 0.25 see, now your paying 0.50 extra per click of which you could have been saving if only you exact matched your printer info keyword. The lazy marketer never prevails
CustardMite [If you search using Google, you may get misleading results, for a few reasons. Firstly, the search results can be influenced by your previous search, so your results may be atypical. Secondly, if you repeatedly search for the same thing, Google will vary your results.] Yes, you are correct. The Google results have been influenced by the previous search. When I changed the browser, the results showed up correctly. Adpreview also gave the normal search results. What I gathered from this discussion is that by using exact match with high CPC for more converting keywords, we get a higher position. By using Broad match with lower CPC, the ad will still show up at a low rank for low converting keywords. However we can save some money due to low CPC.
In a perfect world, the more precise match type will show. However, as we all know, adwords is NOT perfect. There are thousands of examples out there where this just doesn't seem to apply.
As Robert says, there's no reason to bid on something on broad or phrase match, but not have that keyword on exact match as well. Your bids should be based on how well the keywords convert, not where they appear in the search results. In general, the exact match will convert better, and by moving all of your broad match searches into exact or negative match, you can gradually generate a complete keyword list (at which point, you don't need broad match any more).
Robert - As I have said, the method I have outlined is not always the best option. You have said you should "never revert to the catchall scenario" and you have said "the lazy marketeer never prevails" which implies that I am lazy with adwords campaigns. #1 Sometimes you want to use a catchall method. Every landscape is different, every campaign has it's own goals. Your point on spending extra for a top position when it's not required is valid. However, sometimes it's great to have the top position. And if you really don't want to pay extra on the top position, you can use position preferencing to limit your position and spend. #2 This is not a "lazy" method. It is one of many valid approaches, I use the catchall method to collect keyword and conversion data and then refine the campaign by using a combination of phrase, exact and negative matching. A lazy marketeer is one who does not constantly track and improve there campaigns by logging referring keywords and conversion rates.