CPC Bidding for Broad vs Phrase vs Exact Match

When you launch a new campaign, do you start out with a flat bid rate for all match types - broad, phrase, exact? Or do you bid some match types lower than others.

 

For me, the question doesn't really apply since for all new campaigns I work on I tend to start with broad matches only. In my opinion, while on day one it's often possible to make good guesses for what should be phrase or exact and even have a stab at estimating CPCs, at the end of the day optimising an account is going to be based upon gathered data and you might as well start from a level playing field.

Jon

 

start the bids out the same all across the board, then start adjusting to meet ROI

 

have PM'ed you an offer

 

great point. Or just start with one type of match and add the others later,

 

No... adding the other match types later is a bad idea... I would not advise that

 

keywords minimum CPC & Ad position are not affected by match type. So if we have keyword with different matching option then their minimum bid will be same and keyword is not affected when a keyword variation triggers an ad.

 

All match types should go into their own Campaign. That's for a start.

If your budget is low, just have Exact Match for now, then add Broad Campaigns & Phrase Campaigns, when your budget gets higher.

My only reason for using broad+phrase is to determine new keywords that the user has searched for, to trigger the keyword - I then put this new keyword into my Exact Matched Campaign, or add a negative keyword to Broad/Phrase.

With regards to bids, My Broad Matches have the lowest Max Bid; then Phrase, with Exact usually being the ones with the highest Max Bid, but even these are often brought back down, once Quality Score is maxed out.