I have 1 Campaign, with 12 ad groups which each contain 1 "root" word. The 12 Ad groups each contain 1 "phrase" and are separated to serve unique ads/landing pages for each "phrase". Example: If I were selling headache medicine each group would have at least "headache" in them with varying additional words. My question is, if I bid on "headache" with broad/phrase/exact, is there any reason to bid on "headache medicine" with broad? or would I just bid on exact/phrase. The idea being that the root keyword "headache" would pick up any broad search that includes headache (and I could pull that data from a Seach Query Report) I hope that made sense, currently I have broad/exact/phrase on for all keywords, and am collecting data to pair them down. My question pertains to pairing that list down and eliminating the broad and possibly the phrase matches.
if I bid on "headache" with broad/phrase/exact, is there any reason to bid on "headache medicine" with broad? If you have headache medicine as broad, it's more targetted than just headache. So if somebody typed in I want some medicine for my annoying headache, it will trigger your headache medicine keyword. It will probably get a higher CTR (if the headache medicne ad is targetted towards headache medicine and not just a headache) as it's more targetted and so will probably rank higher than just headache (if they have same bid price). Also, the difference between Headache (broad) and Headache (phrase) is that Google will show your broad matched keyword if they deem the search relevant, which can vary a lot. If somebody typed in Headache Cure your phrase match will be triggered first (assuming you dont have headache cure in your account) So it might be safer just having Headache as Phrase & Exact. It's late, so I might be wrong. I'm sure others will correct me if that's the case. For single words, I just have them as Phrase & Exact as Broad could throw up alsorts.
Example Setup: [headache] headache "headache" [headache treatment] headache treatment "[headache treatment" [headache medicine] headache medicine "[headache medicine" etc. So you're saying I should drop the headache broad, and then drop the other 'broads' over time?
Yes, your quality will be be better with the more specific, targeted broad match keywords. But another important thing to consider is what happens when you use dynamic keyword insertion. If someone's query is medicine for my nasty headache why dynamically insert headache, when you could insert headache medicine, which is a much more targeted match to their query.
The ultimate account won't have any phrase or broad matches at all - 100% exacts. Certainly in my case, I use the broad & phrase match option to find out unique/other queries that are being searched for by users. For example I have the following adgroups: Blue Widget - Exact (with [blue widget] in) Blue Widget - Phrase (with "blue widget" in) Blue Widget - Broad (with blue widget in) Someone triggers my broad matched keyword by typing in Blue Big Widgets. If it's relative to my product/business I'll create a new exact keyword as [big blue widget] (and possibly "big blue widget" as well). If it isn't relative to my business I could just simply add negative phrase -big to my campaign/ad group negative keyword list. Of course whether to add words as exact, broad & phrase or just exact & phrase is down to budget.