Based on their average positioning and you click-throughs & conversions, do you guys do different bids for broad, exact and phrase? Seems like some of my keywords are top 10 for broad but 20-odd for exact and phrase, so a different bidding approach may work? Anyone do this and how have you found it? Thanks
I've toyed with keyword matching a little bit. I usually opt to modify the bid a little bit, usually lowering it initially to see what's happening and then adjust accordingly once I get some feedback. What I've seen is that with some of my broad matches, as long as I have good negative keywords, the cost was typically a little bit lower and my ranking of ads were a little better. My guess was that because you are weeding out irrelevant returns w/ your negative keywords, your CPC goes down and you are then able to reallocate that "extra" money to fund a better placement for adverts. Just a theory though...
hmm, negative keywords eh? I was putting a few of those on before but haven't added any for a while! Best get looking at my stats package to see what cr4p people have been typing in. Cheers AT
In general, breaking everything down more is better, so you can compare the results and bid prices for each keyword- the exact match is probably worth more than the phrase match. If you've got the time, it's always nice to be able to see what's going on in more detail and make adjustments