Hi guys, Need some opinion here. I am currently running my 95% of my keywords in exact match, so as to streamline the traffic into more relevant visitors who will have a higher chance of converting. The issue is, I am having $60 budget/day but only half of the budget is nicely utilized in both Search and Display. I do not want to change my keywords to broad match as I do not want less-qualified leads to be generated. To increase the click/ctr and budget usage, what would you do? any suggestion? thanks in advance.
Broad match does not necessarily mean less quality. You have to be smart in how you use the match types and take advantage of each of their pros and cons. Broad match is also an excellent data gatherer of how people search in your niche. You'll be surprised at the variety of searches for the simplest things. While you do want to trigger more on exact matches, the reality is that you can't think of every possible way people will search. It may not be desirable as well. You could have hundreds of keywords and most rarely used. So use phrase match as well as the newer modified broad match. Analyze the resulting data and refine.
I agreed with your reply. First thing first. Broad match - keywords: tennis ball. -> if you type "lousy ball tennis", lousy tennis ball", "ball lousy tennis", the ad will appear. but if you type "lousy tennis", it wont appear, right? I am quite sure of phrase and exact. The thing is I do not want a broad keyword like "tennis" to compete with my own words like "lousy tennis" or "tennis ball". I am thinking more of using the most relevant broad keyword to cover the holes that I missed out on. How would you then, usually set your keyword matching option? for me, majority of them are exact, with a bit on phrase and broad. you?
Technically, the way most (all) people think of broad is the way you explained. That is, only when each word of your keyword is part of the search. However, Google may expand the words (and apparently contract at times too). If inventory is low, it may show your ad for "tennis ball" when the search was "lousy tennis". That's why they came up with modified broad match last year. It works exactly as most people will think the "regular" broad works. So: modified broad: +tennis +ball will not trigger for "lousy tennis" but will for the other ones. There's minimal expansion to cover singular/plural but that's about it. You wouldn't want to bid on "tennis" in any match as that's not specific enough. So yes, you'd use relevant keywords in the broad match type as well. If you do things right, you won't have that many searches triggering on your broad matches anyway. You'll cover the holes you missed. How are people searching for your tennis balls? That's the generic term so I would try to stay away from that. I doubt they search much on "balls for tennis" but you never know. Broad match will tell you. But the phrase match will also tell you if they search on the material (rubber, plastic), color, manufacturer, whatever it might be.
thanks for the elaboration mate. I am trying to drive up traffic for some of my clients, they do have abundant budget, the issue is, there's not a lot of search for their products/services.. so now i know that my assumption of how the matching options work is correct. thanks mate. now i need to think about how to drive up their traffic, any suggestions?
tried that mate. it works to a certain extent. the big issue is, i got a client who do not want display, just search alone. so besides using the following - more relevant keywords - broader words - changing of ad copy to try to convert impressions to clicks i cant think of what else i can do. any suggestion?
Thank you.. I am new to Adword and was thing it should be easy, but your explanation show how tricky is it. I have read the Adword elarning material but didn't find any keyword use like +tennis +ball I am still confused about it.
Here's AdWords help about Modified Broad Also I find negative keywords very helpful for increasing ROI.