Im confused about ad groups.... Say I have the key word Stock Trading Should I create an ad group with all relevant keywords containing stock trading and then Create a seperate adgroup containing all of the above except with exact match and then do create another adgroup with all of the above except usuing Phrase match?
Have different ad groups for groups of keywords that you want to have different ad text shown for them. You are unlikely to want different ad text for the same keywords set to different match options.
Using broad match only will give you maximum exposure anyway. Using exact match or phrase match as well, will NOT increase traffic. Broad match is like a catchall, it will show your advert on every match variation possible. The only reason for using the other match types, is to target your customers more specifically.
Unless you've loaded up with negative keywords - and even if you have - broad match can be quite ridiculously broad/expanded. Unless you're sure of your negatives and/or you're getting this keyword very cheap, I'd be very hesitant about using broad match at all. EDIT - case in point - as an experiment I just tried a google search for 'buying cattle' - an ad for a 'Stock Market Course' has popped up. I bet that's a broad match....
@magda : I actually prefer to use broad matching at first as it saves me coming up with every possible search phrase I can imagine anyone typing. After monitoring my referrer logs, I add the negatives for the undesirable search terms. This makes setting up a campaign relatively simple and easy to manage, it also proves very effective. Although, there are instances where I'll pass on that technique, when I know I'll end having to add a lot of negatives.
@slacker84 - Since you are confused on the best method of campaign and adgroup setup, I recommend doing 1 - 1 until you become more proficient on clustering keywords inside 1 adgroup 1 - 1 is creating an adgroup for each keyword and each match type. Do not group keywords, since you are not sure how to do this properly. 1 - 1 will save you lots of optimization and headache Quite the opposite, many times the broad version will need a much different text ad than the exact and phrase match. Example "stock trading" will get mapped to "stock trading software" and "stock trading website". If you wrote the following text ad $1 Stock trades open an account today first trade is $1 www.1dollartrades.com This text ad would apply to "stock trading" exact match, but for broad match would probably be deemed as irrelevant. See why you guys have so many poor QS's due to irrelevance? Your clustering keywords and match types improperly which causes these kinds of errors The broad match version will require a much more broad message to apply to a more targeted audience. On a final note, broad and exact matching should be used in conjunction at all times for every keyword. Broad matching is what I would call search snapshotting. Because what broad match does is map you to all variations and close relations to keyword searches. With this insight you can create more exact/broad matching possibilities and start eliminating junk traffic, which increases traffic and maintains and improves ROI.