When starting a new ad group, trying new keyword (combinations) with all different matches, broad, exaxt and phrase is a frequent use strategy I come across. Nevertheless I can’t seem to find anyone who can explain why that is a legitimate strategy (or why it isn’t). Any thoughts about this strategy? Thanks in advance!
You want to take advantage of each match type. You also want to gather data on how people search. It helps knowing how people tend to search using your keywords. Knowing that your exact match triggers ads more often than your phrase match is valuable information and helps in optimizing. If you used only exact, you miss out on the phrase searches. Not so bad if you use only phrase match however but like I said, you need to know. Avoid broad matches but if you use, use the new modified broad type.
as long as you use a short tail keyword, google will still show that add for long tail keywords. Aka, doctor will aslo show up for "best doctor you can find for your moneys worth"
A few informative sources -below. http://www.clickequations.com/blog/2008/12/the-match-type-series-june-2008/ http://searchengineland.com/daydreaming-about-paid-search-how-about-airtight-ad-groups-47422 http://www.ppchero.com/match-types-in-google-adwords-use-em-if-youve-got-em/ Ideally I prefer having different match types on separate ad groups, but sometimes I "compromise" on separating only the Broads.
i would add that it is true that you should use phrase and broad alongside exact. however a good strategy would be to separate the phrase matches from the exacts. you can set up the same ad group with the same keywords and call it X-exact and also set up an ad group called X-phrase. the rational behind this is to gather up "search quarries" that pop up under phrase and add specific negatives to the "phrase" ad groups. I personally do not like to mix too much phrase and exact because it deforms the CTR results...
Adding on to what Lucid had mentioned. Use modified broad or broad match, but close the loop with a list of negative keywords. Treat negative keywords as filtering keywords. They will help you filter out irrelevant traffic. It's not abnormal to find a larger list of negative keywords compared to positive keywords.
AdWords Wrapper is a free time saving search tool that wraps keyword phrases in "quotation marks" (phrase match) and [square brackets] (exact match) for use in Google AdWords campaigns. Duplicates are automatically removed