What is the point of having Exact and Phrase match in same adgroup? I saw a lot of people have 3 type of keywords (broad, exact and phrase) in same group but I don't see why they have exact and phrase in same adgroup? Doesn't phrase type keyword also trigger exact keyword type?
If the keyword has more than one word (eg calling card), then exact and phrase are different. While starting an account you can try both matches and after a while just check the performance and retain the performing one.
The goal is to try and exact match as much as possible so you have control over bidding, position and relevance. Broad match is used for keyword exploration so you can create more exact matches and expand your campaign. Phrase is kinda useless and I never use it
wow thats an interesting take on things.. I guess I'll shy away from phrase match a little more after hearing that... it is a bit too similar to exact when I think about it. Depending on the niche though the broad match for a term could expose you to clicks for a whole bunch of useless terms.
Have to disagree that Phrase Match is useless, I use it rather than Broad Match. With Phrase Match, you don't need to worry about adjectives too much. For example, if you are bidding on "car insurance", you are also bidding on "cheap car insurance", "cheaper car insurance", "cheapest car insurance", etc... Over time, you can run Search Query Reports to identify what generates traffic for your site, and add them in as Exact or Negative Match accordingly. This way, you will ultimately end up with a more or less complete keyword list on Exact Match. Note that if your keyword matches the search query exactly, your Quality Score will be better - so for example, if somebody searches for "cheap car insurance", you will benefit from bidding on cheap car insurance (on any match type) rather than just car insurance on Phrase or Broad Match. My main concern about Broad Match is Expanded Matching. Google tries to think of similar words to the one you are searching for, but it's not very good at it. Looking at an account I appraised for a potential client this morning, they were advertising Van Insurance, but many of their clicks were coming from Van Sales or Car Insurance keywords, as they were using Broad Match. Whether you use Phrase or Broad Match, the most important thing is to run regular Search Query reports, and identify exactly what people who click on your advert were searching for...
I'd second Custard's defense of phrase matches. As already alluded to, it's important to realise that an Adwords campaign develops over time and requires regular tinkering. Any new campaign I take on almost always starts consisting entirely of broad matches, then once some data has come in, these are modified to phrases or exacts. Once again, without wishing to copy his post entirely, the Search Qurey report can be used to continually improve the matches you get and your CTR/ROI. Depending on the nature of your business/product/service it may well be that a phrase match suits your purposes better than any other. For example, if you sell 'running shoes', it may be that the phrase match for this term is the best option because there are so many search terms that use this plus one (or more) other words; brands, colours, types, genders, etc. You could attempt to build a list of exact matches but the results may not justify the effort. Jon
Broad match is great for gainning extra traffic and potential buyer but it sure does drop the conversion rate down. Most of the time I just stick with Phrase and Exact and put Broad on another adgroup to track it better.