Same keyword for all match types.

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Same keyword for all match types.

fischermx

4:37 pm on Apr 23, 2008 (gmt 0)

In some of my campaigns I have many keywords for which I have the same keywords repeated three times, one for each match type.
The three of them have a decent QS and a decent min bid.
But I wonder, if I'm negatively affecting my campaign by doing this.
I wonder if I delete two of them could that have a negative impact in my account, or could it help it?
And if I delete two of them...... which ones!?

wanderer1985

8:18 am on Apr 28, 2008 (gmt 0)

If yours is a campaign targeting a specific target audience with the aim of conversions (sign up, or anything else where you are tracking conversions) I'd suggest that you delete the broad phrase terms. They generate a lot of impressions.

As an alternative you can have broad keywords and add enough negative keywords so that you can target only your desired audience.

But having all three types of keywords would not affect your campaign performance as far as your Q.S is concerned (not directly at least). But removing the broad phrases would increase the CTR of your adgroup by a significant amount.

You can also use the google reports and see how your campaign would perform if all your keywords are set to exact match. Google would give you an estimate of the percentage of impressions you would get if you set all your keywords to exact match. This should help you in judging what type of matching to use for your campaign

nimeshatbms

9:16 am on Apr 28, 2008 (gmt 0)

Another way is to create three campaigns one for exact, one for phrase and another one for Broad and then adjust the bids based on their conversions and cost/conversion. But for doing this you should have conversion tracking in Adwords or something like that so that you can identify the source keyword and its match type.

By doing this you will get benefit of performance and also you cam avoid unwanted traffic by adding negative keywords to broad match campaign but not to other campaigns.

wanderer1985

9:26 am on Apr 28, 2008 (gmt 0)

This would not really make much of a difference. Its essentially the same as having all these in the same campaign and having keyword level biddings.

nimeshatbms

9:30 am on Apr 28, 2008 (gmt 0)

It will help you to focus on the keywords that convert and leave/pause the others.
Also the performance of the bad keywords will not affect the performance of other good keywords.

justshelley

3:28 pm on Apr 28, 2008 (gmt 0)

nimeshatbms' idea for separating them is a good idea. I just use different adgroups.

We stopped using phrase altogether after running reports on several clients where we showed that we could get better results (# of leads and lower conversion rates) with just broad and exact.

We bump the bid up on our exact terms so that its higher than broad. That's where the conversion rates/cost are best and so is CTR.

Be careful. When I first started doing this, I lowered my broad terms too much and lost a lot of leads. You have to find the happy medium.

tsinoy

1:48 am on Apr 29, 2008 (gmt 0)

what I find the best way to approach this is to use all 3.

then track each match type very closely...

the broad and phrase are the best keywords for finding new keywords... as well as negative keywords.

akank

7:00 am on Apr 29, 2008 (gmt 0)

Using one keyword with different match option is okay for testing period. But not good for lond run Coz the ads based on the same keyword having varied matching options will start competing with each other.

However, it can be a good strategy if you want to test which adgroup based on certain match option can do better. Then stop all other option based ad groups & run the most profitable ad group.

wanderer1985

7:23 am on Apr 29, 2008 (gmt 0)

akank google specifically says that no two ads with the same display url form the same campaign will ever compete against each other. The system will show the better performing keyword-ad combination when such a situation arise.

akank

11:42 am on Apr 29, 2008 (gmt 0)

That is what i am talking about... as for example

I had a 'Product-X' to sell with having different models for the same let's say:
- Product-X supreme
- Product-X Super
- Product-X Moderator &
- Product-X Beginer

So, my keyword list involves more or less the same keyword phrases... Product-X and others having different model names...BUT coz not everyone in the market's fully aware of the product-X versions i want to use the main keyword "PRODUCT-X" under all three ad groups having different match options as described below:

Now, I want to target different levels of net surfers
- the one who r at the initial stage called searching stage... they are more interested in searching product info... since i use broadmatch for them

- the one who r at potential buyers stage... who need to study comparative product models to make out their buying decisions - i use phrase match option for them

- then ultimately those who r in final stage of buying process- they go for specific product model search to get the exact product online i use exact match option for these

SO, What gonna happen now? These 3 ads will compete against each other & the best one wins that apears in the SERPs as sponsor ads.... others will not... so, i can't be able to take the full benefit of all three options untill i may go for varied ad-group (based on certain match option)from time to time... say for one week or few days for particular then for the other one ... go on respectively unless i meet my campaign objectives fully!

Please rectify me if i am being wrong here

mrclark

5:54 pm on May 1, 2008 (gmt 0)

Akank, not sure I know what you mean, but I have phrases, exact and broad in their own Campaigns.

Example:

Shoes - Broad
Shoes - Phrase
Shoes - Exact

I then have each keyword in it's own Ad Group.

If I'm adding a keyword and I'm not sure if it will get many impressions I might add it to:

Shoes Other. These in time, get put into their own Ad Group if they generate enough impressions. If a keyword gets enough impressions it deserves it's own Ad Group.

So you could have:

Shoes - Exact > Brown Shoes > [Brown Shoes]