I'm running a campaign and have 2 keywords within an ad group: [surf clothing] on an exact match clothing surf on a broad match presumably they're competing against each other to a greater or lesser degree but I think I need them both - one is slightly less expensive & gets high click throughs [surf clothing] but the other attracts far more traffic as it's a broad match with less competition. However I was wondering, if the customer enters a search on surf clothing how does Google decide which keyword ad to serve in this instance and is this the best way to structure these varients? (I have all other permutations in the group, orders, mis-spells, apostrophes etc but these attract comparatively little traffic - these are the 2 principle keywords in the group) Ta
Do you mean that both the keywords are in the same ad group with the same ad? In this case, there is no confusion at all since there is only one ad that Google can serve. However, if the two keywords have different, unique ads associated with them then logically - if someone searches for surf clothing, Google would give preference to the exact match ad.
Agreed with moneyonlineideas, your exact term (in this case, the exact match) will trump the other keyword.
so it defaults to the exact then the broad mops up anything I haven't caught in specific phrases ? okay thanks