Hello, I am fairly new to Google Adwords and had a couple of questions. The major question is concerning the keywords themselves. As far as I understand there 3 ways to use a keyword in a campaign (broad, exact, phrase). My understanding is that if I use exact or phrase I can get a better click through ratio of people who are actually searching for what I am offering; as with broad I will most likely get more clicks but a lot which will be just miscellaneous so to speak. I seen some people who use BOTH broad and phrase/exact in the same campaign; wont they sort of conflict each other? Can anyone explain? Also about negative keywords; if I add a negative keyword go an AdGroup it will apply to all the keywords in it correct? For example someone searching for "web hosting books"; I have a keyword web hosting added and a negative keyword -books. So my ad would not display correct? Thanks for the help/tips in advance
correct about the negatives applying to all words in adgroup. also, adwords give you the option of bumping adgroup-level negatives to the campaign level.
I am using all three matching options in my campaigns. When adwords decides to display your ads, it checks all your keywords and all matching options to see which keyword has the highest combined score (both max CPC and quality score). From my experience, I have found that using all three matching options allows me far lower average CPC then using just one of them. BTW you can use the matching options for negative keywords as well, so if you want to exclude "web books", just add the following: -[web books]
As I understand it, Google will match to the most precise keyword, so if they search for a keyword that you have on exact match, this is where the results will appear, even if you have the same keyword on phrase and broad. Two thoughts on this... Firstly, if you are broad matching, you should ALWAYS phrase and exact match, and if you are phrase matching, you should always exact match - it'll save you money. Secondly, you don't need broad match for a single-word keyword - it won't do anything that phrase match doesn't, except expanded matching...
What's the different between "Broad", "Phase" and "Exact"? As I understood so far; Broad = All keyword in this page will match. Example. "weight loss fast" when you search keyword is "weight" your ads might be display. Phase = Keyword must match all word but don't need to sequence. Example. "weight loss fast" when you search keyword is "fast weight loss" you ads might be display. Exact = Keyword must be match all and sequence. If my openion is not correct, pls help.
You are a little off here. Phrase match means the search phrase must appear in the order it was entered. The phrase can have other words wrapped around it, but it must have the same order. Here are more references. Google Adwords Help Center: What are keyword matching options? Choosing Your Keyword Matching Options You are correct on the other two pay per click keyword matching options.
One more quick question; if I follow the advise and add broad, phrase, and exact match to the campaign in hopes of Google the best match version and making it a little cheaper should I put all 3 in 1 category or break down into 3 categories (meaning 1 for broad, 1 for phrase and 1 more exact). Thanks!
Personally, I like to have one keyword per ad group. This means I would have 3 ad groups for the following keywords: blue widget "blue widget" [blue widget] Good luck.
So you have only 1 keyword in your AdGroup with all types (broad, phrase, exact)? I have a question about broad type; lets say I use a keyword: data recovery as a broad type. Is there a point in including a keyword for example: data recovery service? Reason I ask is if its already broad then it will show up under data recovery service anyways since I have data recovery as a keyword… Does this kind of make sense? So does it make sense to have several different combinations for broad, for example: Data recovery Data recovery services Data recovert provider Etc. Or does it just make sense to use data recovery for broad and add phrase and exact to the rest? Thanks!
I like to run very cost effective pay per click campaigns. I put one keyword in each ad group and include one or more ads per ad group. I tend to only use phrase and exact match. I stay away from broad match when I can. The main reason is I want my ad copy to directly reflect the search phrase the user entered. I get a better click through rate when the ad matches their search. Here's some info on writing your ad copy. Writing Your Pay Per Click Ads This method means I have lots of ad grpups, but I know what works and what doesn't pretty quickly. For you example, I would do the following: "Data recovery" "Data recovery services" "Data recovert provider" Each keyword would have its own pay per click ad and it would include the exact phrase in it multiple times. It would also be well written and grammatically correct.
Hmm.. I still don’t understand one thing. For “exact†match it is pretty obvious where and for how much your ad will be displayed but what about “broad†and “phrase� Since with “broad†and “phrase†your ad can show under different keywords how will you know which position your ad will show and how much you will pay?
You will pay less with exact and phrase match. To know exactly how much and what position you will just have to try it.
Right, but if I am doing a broad or phrase keyword (lets say "data recovery") how will I know what position I am in for "data recovery services"; if lets say I google data recovery services and find my self in 5th place how do I raise it to the top 3? Do I have to create an exact keyword with that name and then raise or what do I do?
If you are doing a broad match for "data recovery", your pay per click ad will appear for several different scenarios. In AdWords, it will tell you the average position of the ad across all of these searches. So you won't know what you position is for "data recovery services". This is why I create ad groups for each keyword and I use phrase or exact match. This gives me more control and better data so I can make good decisions. Start out by creating a phrase or exact match with the same bid. Wait for some impressions and then see if you need to raise your bid to improve your ad ranking. Don't forgot that your quality score also contributes to your ad position. If you have a good quality score then you will pay less for the same position. Here's some tip on improving your quality score if you need it. Improve Your Quality Score Does that answer your question?
Your position is calculated by multiplying your bid by your quality score, and comparing to the other adverts. You should select your bid based on which is the most profitable for you, not where you want to appear in the search results. If you are happy with the amount that you're bidding, and want to improve your position, you should look to improving your quality score.