I have read that broad keywords are usually cheaper than phrase or exact matches, due to the fact that they are less effective. Assuming this is true: if I check the keyword report for a broad kw and I see a good keyphrase would it even make sense adding the keyphrase as seperate phrase or exact match? If I get it cheap via broad why seperate it and pay more? Wouldn't it make more sense just getting rid of the bad phrases by adding negatives? Regards.
If you are talking money vs. traffic i can see where this though process would kick in. Buti if you talk money vs. conversion, this just isn't the way to go.
Hi george45, here is what I do and why... I generally add any relevant keyword phrases that I see to my list in an appropriately themed AdGroup. I also generally add them as all three match types: broad, phrase, and exact. There are two reasons I do this: 1. I want to get as relevant and closely matching their search query as possible to reduce my max bid. As an example if my broad match keyword was "cell shade" and I notice that it is being served for "blackout double cell shade" then I will definitely add this to my list. The amount I have to bid for the longer phrase is almost always going to be less than for the shorter one. 2. I do extensive tracking and have found that for any given keyword/phrase one or two match types will be more profitable than the other(s). And by profitable I mean value per action. I generally do not care what I am bidding on a keyword AS LONG AS it is profitable. As long as the "Value per Action" is greater than the "Cost per Action" then I am okay with bidding more on one match type than another. Hope some of that helps you out! I suggest you always continue to build your list larger and larger and then use careful tracking to weed out the failing keywords.
I agree. Always setup broad, phrase, and exact match first. Run them, with conversion tracking setup properly. Then identify which ones convert the best, and elminate ones that do not convert. Raise bids on the best keywords and delete the worst. There is usually a big difference between match types of keywords. It would be a mistake to just use broad match.
Noob quesiton: If just starting out and have a limited daily spend, say $50/day or less, wouldn't using broad match potentially eat up your cash quickly? Is there are more conservative approach when just starting out or do you guys recommend using broad (among the other 2) when starting fresh? Thanks
Hi Baobab, I generally start out a campaign using all three match types; however, I generally also start them out using only "longtail" keyword phrases of 3 words or more. I have two reasons for this: 1.) Longer keywords a generally cheaper... I don't want to burn through money too fast. I might have targeted the wrong market segment with my keyword list... 2.) Part of your quality score is going to be determined on account history. The longer niche phrases generally get higher ad position resulting in higher CTR. After a solid account history has been build I then introduce the smaller 1 and 2 word key phrases (again with all three match types).
Hi, I understand the strategy, ie starting with broad match and the get more specific depending on first returns. I don't find out how you manage to measure performance for each keyword. Let me explain with a simple exemple : I've an ad group with two keywords : "car" and "bus", both in broad match The following search query is entered by a user : "car and bus". In Google adword Reports or in Google Analytics, I can see that a user has keyed in "car and bus" and that there has been one impression for my ad group. But how can I know which keyword ("car" or "bus") triggered the display of the ad? Regards,
ZekCM, On the simple and easy side you can setup conversion tracking in Adwords and put the javascript code they give you on your "thank you" page and it will report the number of conversions per keyword (except for content network). On the complicated side you can setup tracking using your own or 3rd party tracking systems. Personally, since I am PHP developer, I use my own home grown system. I give each keyword its own destination URL that looks something like this: mydomain.com/landingpage.php?campaign=[campaignname]&adgroup=[adgroupname]&keyword=[keyword]&matchtype=[matchtype] When visitor lands on the page with this url they are assigned a unique cookie and the data is written into a database. I then check for this cookie when they reach the "thank you" page so that I can tie the purchase back to the originating keyword. I want to note again, that this is only for search results. Content is tied to the adgroup level and not the individual keyword level. I believe there are some third party companies out that that you can pay to get this level of tracking... but I also know many people that just use the Adwords conversion tracking and/or Google Analytics to achieve the same thing.
Hi PeakPPC Thanks a lot for explaining this Makes perfect sense and I'll try that same analytical thinking! ZekCM - not sure if I'm the one to help but I'm trying Propser202, but I'm a noob at it! lol