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Text Ads Problem

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

I am little confused about text ads, need some help

 

If i include all types (Broad, Phrase, Exact) of keywords in an adgroup then they will compete with each other or not?

 

OR

 

If i create different adgroups for Broad, Phrase, Exact Type of similar keywords then they will compete with each other or not?

2 Expert replyverified_user
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Accepted by topic author SamGenius
September 2015

Re: Text Ads Problem

[ Edited ]
Explorer ✭ ☆ ☆
# 2
Explorer ✭ ☆ ☆

Hi Sam,

If you include all types of keywords in the same ad groups, the competition between your own adverts will depend on what ad will be triggered by what keyword match type. If it's the same ad, you don't have to compete. Probably 90% or more of the times they won't compete, but still a bit useless to keep all match types. Normally, you'll see more impressions and lower CTR for broad match types, simply because the keyword will be considered for a much larger number of searches.

When it comes to different ad groups you'll always be competing (assuming there are no negative keywords)*, simply because Google will look at different adverts and to choose which one to show they have to compete with each other.

Duplicating is not recommended. Even if they are on the same ad group and ended not competing, you'll have less valuable information when extracting historical data from your keywords.

Best,
Diogo

(*) negative keywords aren't meant for this purpose

View solution in original post

Marked as Best Answer.
Solution
Accepted by topic author SamGenius
September 2015

Re: Text Ads Problem

[ Edited ]
Explorer ✭ ☆ ☆
# 2
Explorer ✭ ☆ ☆

Hi Sam,

If you include all types of keywords in the same ad groups, the competition between your own adverts will depend on what ad will be triggered by what keyword match type. If it's the same ad, you don't have to compete. Probably 90% or more of the times they won't compete, but still a bit useless to keep all match types. Normally, you'll see more impressions and lower CTR for broad match types, simply because the keyword will be considered for a much larger number of searches.

When it comes to different ad groups you'll always be competing (assuming there are no negative keywords)*, simply because Google will look at different adverts and to choose which one to show they have to compete with each other.

Duplicating is not recommended. Even if they are on the same ad group and ended not competing, you'll have less valuable information when extracting historical data from your keywords.

Best,
Diogo

(*) negative keywords aren't meant for this purpose

Re: Text Ads Problem

Top Contributor
# 3
Top Contributor

Hi Sam, yes, potentially the different match types can compete with each other however AdWords does have algorythms designed to determine which Keyword should be used as a match where more than one is eligible so in general you don't have to worry.  AdWords will usually match against the Keyword with the most restrictive match type that fits the search term.  However, on occasions AdWords may match against a cheaper Keyword with a higher Ad rank so I wouldn't recommend trying to manually "force" a match by using negative Keywords; you will probably end up paying more than you need to for your clicks with no benefit in doing so.

 

More about matching with multiple eligible Keywords

 

Jon

AdWords Top Contributor Google+ Profile | Partner Profile | AdWords Audits

Re: Text Ads Problem

Top Contributor
# 4
Top Contributor

An addition to the answer by @Jon_Gritton

If you use this strategy bid the highest on exact match lower of phrase match, and the lowest on broad match.

This strategy ensures that if a search query is matched to exact mach KW (which in turns triggers the ad); the ad will get a higher ad-rank and a higher position.

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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