Hello. I am managing an Adwords campaign with a monthly budget of about $45,000. I have selected the Broad match type for my keywords, therefore the system also displays some irrelevant keywords, unrelated to the subjects I am advertising. At this point, I am considering switching to Phrase match and I would like to be aware of the possible drawbacks and other unexpected ramifications of this change, that might affect the campaign. Thank you in advance, Shoshi
Broad match is to be avoided. Note there are two types of broad match types. The other is called modified broad which works better. You just add + signs in front of the words. This tells the system to show ads only when those words are actually part of the search and not use lateral words. Even with modified broad, you want to be careful. Longer tailed are better and recommended. Think about negative keywords. There really are no drawbacks to using phrase match. You still have to think about negatives but limiting broad matches should reduce your need for negatives. A drawback I guess would be having all possible variations as a phrase match. But you don't really need to do that. Usually, the largest percentage of searches will be normal. By that I mean most people will search for 'round plastic widget' instead of 'plastic round widget' or other variation that is a non-standard English way to speak. But that's what broad match is for, to catch and learn from those types of searches. Broad match, when looking at the Search Query Report, will tell you how most people search. It also is a good source of negatives you may not have though about. Use the report and optimize with the goal of having your ads trigger more often on phrase and exact matches. You also have to take into account the singular/plural with phrase and exact matches.
In any case you have phrase and broad match keywords, adding negative keywords is very important. Look at the search terms performance of your campaign and choose the proper negatives accordingly. Better act only where the data is statistically significant. Note that there are 3 types of negative keyword matching. I find "negative-phrase" the most effective one.
Phrase match is good and depending on the volume of your keywords exact match might even be the best option for you. Going from broad to phrase to exact just means you will have lower traffic (but in theory it should be more targeted resulting in higher CTR and conversions).
Many people has shared it , Broad match is to be avoided. Note there are two types of broad match types. The other is called modified broad which works better. You just add + signs in front of the words. I am managing an adwords campaign with a monthly budget of about $49,000. I have selected the Broad match type for my keywords, therefore the system also displays some irrelevant keywords, unrelated to the subjects I am advertising. At this point, I am considering switching to Phrase match and I would like to be aware of the possible drawbacks and other unexpected ramifications of this change, that might affect the campaign.