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Broad, Phrase, Exact match - the effect

Discussion in 'Bing Ads' started by Jon12345, Nov 24, 2006.

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  1. #1
    Does anyone know the effect of these three types of matches when it comes to your ad position?

    e.g. if someone bids on "my widgets" using exact match, will that come higher than "my widgets" on broad match, given the same bid price and CTR?

    Thanks,

    Jon
     
    Jon12345, Nov 24, 2006 IP
  2. dburdon

    dburdon Peon

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    Jon12345,

    it all depends on the techniques and bids of your competitors. Google sources the best bid from their point of view. That is bid price times ctr.

    As a general rule I would recommend the following:

    Exact match tends to provide the lowest volume but best conversion.
    Broad match tends to provide the highest volume but worst conversion. It can be improved with a vigilant approach to negative keywords.
    Phrase match tends to provide the happy medium.

    Think cost per action rather than bid or cost per click.
     
    dburdon, Nov 24, 2006 IP