Which you believe as the best? Broad match with lot of negative keywords or lots of exact match keywords?
There is not one that is "best". Each have their pros and cons. Use each match according to it's abilities and your product. Gather data and optimize. If you set it up right, you won't needs lots of negatives. The vast majority of my campaigns have less than a dozen negatives.
I agree, it will vary on the keywords and other possible associations with those keywords... but in general you shouldn't have to use too many negative keywords. Set it up and see if you are paying for queries that are unrelated to your site
There are beneficial uses for each of he 3 match types, as well as something called expanded broad match. You need to evaluated your marketing objectives and keyword performance to see which match type works best for you. Broad match is recommended to capture more broad query traffic, while also proving AdWords a list of negative keywords to prevent your ad from showing on more obviously irrelevant queries. Phrase and Exact match are good to capture a more right and targeted query traffic. If you need help optimizing your AdWords Account, I am a Google AdWords Professional. Please contact me via DP or e-mail at Certification: https://adwords.google.com/professionals/profile/ind?id=015383358873190177832&hl=en
Use exact as much as you can, phrase the rest of the time and broad to reach the masses and farm for queries. I always have tiered keyword matching, for example if we were selling gifts: christmas gifts - $1 "christmas gifts" - $1.10 [christmas gifts] - $1.20 With exact, you know what you get. With phrase, you kind of know what you get, with broad you hardly ever know what you get. In this case, I would constantly analyse ACTUAL search queries for the broad match, and farm it for exact matches and negatives. By farming, I mean extracting unique terms. For example christmas gifts (broad) would match the following: -[christmas gift ideas] -[christmas gifts for men] -[unique christmas gifts] -[homemade christmas gifts] I would then look at this list - and turn the first 3 into phrase & exact matches with higher bads (because I know their good) and then make a negaitve of "homemade" because it's irrelevant to making a sale. Broad match are necessary to get volume and new keywords, but always bid lower.
I believe in what all the others are saying first of all and I agree with all. However I have and also seen and heard from other marketers that exact match can have higher conversions. This is not just based on what I've heard but through personal experience as well. That being said... it does not nessacarily mean that's what's best for you, your goals, and what you're trying to accomplish. There's much more than selecting a keyword that goes into keyword research, such as ad tracking, competition or competitors ads, survey's, testing/split testing (headlines/images/copy), website optimization, heat/eye tracking and more... Hope this helps...
In AdWords there's also an additional Match type - Modified Broad. As I understand it - it's like Broad-minus-Synonyms. Example: The keyword 'singles' in Broad match triggers the search terms like "lady gaga songs", since 'song' can be interpreted as a synonym for 'single'. The keyword '+singles' (Modified Broad match) will trigger 'single in la' but won't trigger 'lady gaga songs'. As for the general motivation for using Broad match keywords - I think it's a great tool for expanding your campaign. You can run Exact matches only, and generate 500% ROI - but it might be 500% on $20/month. Not much profit there... There's always a tradeoff between profitabily and volume.
It's really a combination of both..you have to be good in identifying your keywords. Broad, exact, phrase what have you...you have to know how to play around with it with the consideration of you negative keywords. It's not really a question of which best to use, broad match could give you a huge impression but then who says it's all appearing on relevant sites...exact match is hard to target but still needed. You have to study your keywords including the negative ones, that's the best thing to do.
As i think exact search is the best. in broad search adwords count everything related to that particular keywords.
> As I understand it - it's like Broad-minus-Synonyms. Not quite but close. Let's review how broad match works. Let's say I sell Timex watches. Most advertisers because they don't know better will use the broad match only such as: timex watch However, Google may and does do what it calls an expansion of keywords. Therefore your ads may trigger on "timex watches" and "timex wristwatch" which you may want but also "timex stopwatch" or "timex stop watch" which you may not want. That's one reason I suggest using phrase and exact matches. Some would add a bunch of negatives to compensate but I think that's the wrong approach. But Google does not expand just on synonyms and singular/plural of words. It may trigger your ads on "bulova watch". See, they're pretty smart and know that Timex is (primarily) a watch company and that Bulova is also a watch company. You may not want to show your ads for "bulova watches" if you sell only Timex. Google sometimes expands way beyond this as well. Many advertisers don't know about this word expansion. They think that ads are triggered only if the words match exactly. Back in June, Google created this new modified broad match (simply add a + sign in front of the words). This makes the broad match behave the way most people assume. It will show your ads only if both timex (not bulova or any other related word) and watch (it takes the plural into consideration but would not on stopwatch). You still have to be careful on how you use your modified broad matches. But at least the behavior is more in line with what's expected.
[QUOTE/] Google does not expand just on synonyms and singular/plural of words. It may trigger your ads on "bulova watch". See, they're pretty smart and know that Timex is (primarily) a watch company and that Bulova is also a watch company. You still have to be careful on how you use your modified broad matches. But at least the behavior is more in line with what's expected.[/QUOTE] Thanks, Lucid I also prefer using more "Phrase" and "Exact" matches, but I find the Broads essential for expanding the campaign. Moreover, after adding "Exacts" that are based on Broads' performance (search queries generated by Broad keywords) - sometimes the Broad ad group remains profitable. Conclusion: sometimes the search queries a Broad ad group produces are sporadic, unpredectable
By all means, if a broad keyword is profitable, continue using it. I've always avoided broad matches and used them very carefully. I want the larger percentage of my impressions to be on phrase and exact. But since the modified broad came into effect, I'm using it more than the old regular broad. In fact, I don't think I'm using the old broad type anymore.