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Just meditating about broad keywords

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# 1
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Hello All,

 

I found these keywords in the same adgroup

 

zoekwoord broad.jpg

 

Just by testing in adwords editor, looking for duplicate keywords, any word order I saw this. These are broad keywords. Have same QS and no clicks jet.

 

I understand that for Google search engine organic they are a little bit different. But I thought that for Adwords broad keywords, they should be the same.

But apparently not.

 

What is advisable. Delete one off these keywords? Why?

Not delete them. Why?

** I´am learning Adwords and find it very interesting.
** Ik ben Adwords aan het leren en vind het erg boeiend.
Marked as Best Answer.
Solution
Accepted by topic author Elja G
September 2015

Re: Just meditating about broad keywords

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# 2
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The system often evaluates your keywords in the Exact match form, so do not delete them.

 

For example when you search for suggestions using the keyword planner, you write a keyword in a broad match form but the suggestions for traffic are ones apparently from the exact match :

 

https://support.google.com/adwords/answer/3141229?hl=en

 

"With Keyword Planner, you'll get historical statistics only for exact match."

 

Also the QS uses the exact match of the keywords , even if you write them in another match.

 

https://www.en.adwords-community.com/t5/Set-up-and-basics/Ingredients-of-the-Quality-Score-sauce/td-...

 

 

"In this, we take into account the exact match CTR of the keyword, as it’s a better indicator of the effectiveness of the keyword. (The exact match CTR refers to the number of times the keyword has triggered an ad when the search term exactly matched the keyword.) For example, if our keyword ‘red shoes' is in broad match, it triggers our ad even for search terms like 'red shoe’, ‘formal shoes’, ‘horse shoe,’ etc. However, the exact match statistics point out exactly when the keyword ‘red shoes’ triggered our ad and was clicked on by the user when he searched for the exact search term ‘red shoes’.  "

 

 

From this perspective, the exact matches for your two keywords are totally different.

Re: Just meditating about broad keywords

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# 3
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Hi Adrian,

Thank you very much for your answer.

At the moment I´am doing a lot of meditating about your answer.
At times it is difficult for me to get all in the right persfective.
And meditating over the consequences of all these things.
And how the process works, and the consequences.

You put it more together for me.

So now about the consequences. Lets think:
this auction the first keyword is the best. The other auction the second is the best.
So they don´t compete becouse they are different for the exact match.

** I´am learning Adwords and find it very interesting.
** Ik ben Adwords aan het leren en vind het erg boeiend.

Re: Just meditating about broad keywords

Collaborator ✭ ✭ ✭
# 4
Collaborator ✭ ✭ ✭

They are different in the exact match in the sense the system uses their exact match CTR to calculate the QS, not the CTR from other search terms that are not the exact match for your keywords. At least this is what I know so far.

 

Depending on the match type, ad rank, the search terms and other variables , they can compete in various scenarios, read the following to understand :

 

http://adwords-mena-en.blogspot.in/2011/10/when-several-keywords-match-search.html

 

The first article explains that IF :

1) they are in a broad match AND

2) they belong to the same ad group

 

The first preference would be :

 

"Use a keyword that matches the query exactly, rather than using one that doesn'tIf you have a keyword that is identical to the search query, the system will prefer to use this keyword to trigger an ad. This is true even if there are other keywords in your ad group that are similar to the search query."

 

http://adwords-mena-en.blogspot.in/2011/10/when-several-keywords-match-search_19.html

 

http://adwords-mena-en.blogspot.in/2011/10/when-several-keywords-match-search_24.html

 

There is also this metric to think about :

 

https://support.google.com/adwords/answer/2497703?hl=en

 

Search Exact match IS: The impressions you've received divided by the estimated number of impressions you were eligible to receive on the Search Network for search terms that matched your keywords exactly (or were close variants of your keyword).

 

Until the help files will provide dozens of scenarios for competing keywords, we can only debate and make assumptions about how the system works.

 

However the best way to prove that they are different keywords, with different historical result, and you should keep them, is to run a research with the keyword planner like this :

 

keyword-planner-sample3.png

Re: Just meditating about broad keywords

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# 5
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You can have fun reading the "exceptions" listed in the 3-rd article

 

http://adwords-mena-en.blogspot.in/2011/10/when-several-keywords-match-search_24.html

 

 

"A campaign is limited by budget Campaign daily budget can affect each of the scenarios above. If a keyword is in a budget-restricted campaign -- meaning that the campaign's budget isn't high enough to accrue all possible traffic -- the keyword won't always be able to trigger an ad even if it otherwise could. This helps prevent the campaign from exceeding its budget."

Wait ... what ? How is this an exception, 99% of the daily budgets are not high enough to accrue all possible traffic Smiley Happy

 

So from their example , the conclusion is that a broad keyword from a strongly budgeted campaign can override an exact match from a "limited budget campaign" in this keyword competition.

Re: Just meditating about broad keywords

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# 6
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Anyway the thing that the editor asked you to delete one of those words qualifies as a bug. You can find the threads of a Googler user "ApeMan" who handled adwords editor issues  and you can write about this bug , in one of his recent threads to see what his input is.

Re: Just meditating about broad keywords

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# 7
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Hi Adrian,

YOU ARE TOTAL MIRACULOUS!Smiley Happy

I did read your referred pages.
Pfffffffffffffffffffffff, that is quite a study.

I had in mind that somewhat that the most exact and most restrictive keywords where chosen.
But your referrals puts it "fresh" in my mind.

I did the same as you did in the keyword planner. Nice to see.

Thanks for all the explanation.

** I´am learning Adwords and find it very interesting.
** Ik ben Adwords aan het leren en vind het erg boeiend.