AdWords
4.4K members online now
4.4K members online now
Get started with AdWords - learn the basics to get set up for success
Guide Me
star_border
Reply

Match Types

Badged Google Partner
# 1
Badged Google Partner

This is driving me nuts...I thought I had the match types down, but just discovered a problem on one of my accounts.

Ex. "home builders" is one of my key words. "custom home builders" is another. [luxury home builders] is another.

I am now being told that "custom home builders" and [luxury home builders] are all competing against "home builders" and that the ads for both of these aren't showing and the ads for "home builders" are. Please advise.

3 Expert replyverified_user
3 ACCEPTED SOLUTIONS

Accepted Solutions
Marked as Best Answer.
Solution
Accepted by Zee (Community Manager)
September 2015

Re: Match Types

Explorer ✭ ☆ ☆
# 5
Explorer ✭ ☆ ☆

Hi click,

 

well this is just wrong what you got said from the adwords spokesperson (If I understand the problem correctly).

 

A typical keyword setup consists of booking the same keyword in all 3 match types. Google will always pick the most restrictive one.

 

So somebody searching only for "custom homebuilders" will get the keyword "custom homebuilders". As soon as he adds "luxury" in front he will be delivered the exact match.

 

@NehaGupta: Your suggestion is good, but would only make sense if you want to deliver specialised ads. Maybe click is only selling "custom luxury home builders", than he wants to capture them all in one group.

 

@click: Do you already have a couple of clicks and impressions? As long as you have a fresh campaign without data the tooltip may not be accurate.

View solution in original post

Marked as Best Answer.
Solution
Accepted by Zee (Community Manager)
September 2015

Re: Match Types

Top Contributor Alumni
# 7
Top Contributor Alumni

Another thing you might consider is checking the bid estimates for each of these keywords. Sometimes if you bid a bithigher for the longer keywords (the more precise ones), that can help them compete against the more generic keywords.

 

If it were me, I'd definitely split the single keyword "home builders" out into a separate Ad Group. Then I'd adjust my negative keywords (using Exact match or Phrase match, not Broad match) at the Ad Group level to control which keywords were eligible to be triggered for which searches.

 

Actually, I'd serve each of the three keywords in your example in separate Ad Groups since searches for them are likely to have very different intent.

 

Someone looking for a "custom" home builder isn't necessarily looking to have a "luxury" home built, and someone looking more generically for "home builders" may be put off by the words "luxury" or "custom" and feel your services are automatically going to be too expensive for them.  I'd serve each of these in a separate Ad Group with ad text customized to each and negative keywords at the Ad Group level accordingly.

 

Although, of course, if you offer only high-end building, maybe you wantpeople looking for less-expensive property to skip your ads. You can do that while still capturing the more-generic "home builders" traffic by including the word "custom" or "luxury" in your ad text. You'll probably see a much lower CTR for those searches....

 

Just my $0.02.


Theresa
Google AdWords Top Contributor
*~*~*~*~*~*~*~*

View solution in original post

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

Re: Match Types

Top Contributor
# 10
Top Contributor

Hi,

 

I think it's important to point out here that outcomes will be highly determined by account structure.  If the keywords are in the same ad group, there is one set of rules for how KW will be matched.  If the KW are in different ad groups, there is yet another set of rules.

 

Please review:  When several keywords match a search query, which one is used?

 

KW selection for auction when multiple KW match from different ad groups is not always based on most restrictive match type.  

 

-Tom 

 

 

Tommy Sands, AdWords Top Contributor | Community Profile | Twitter | Philly Marketing Labs
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer.’

View solution in original post

Re: Match Types

Explorer ✭ ☆ ☆
# 2
Explorer ✭ ☆ ☆

Hi click (seriously this name was not take?!),

 

the Keywords are competing against each other, but this is not particularly bad.

 

Lets say someone types : luxury home builders => Google will deliver [luxury home builders]

 

Lets say someone types : custom home builders => Google will deliver "custom home builders"

 

Lets say someone types : fancy home builders => Google will deliver "home builders"

 

So you see, that "home builders" works as a fallback keyword. Quality score of the keywords does not matter either, cause Google first calcualtes the best matching keyword for the query and THEN retrieves the AdRank of the Ad-Keyword combination.

 

Hope this clarifies the thing.

Re: Match Types

Badged Google Partner
# 3
Badged Google Partner

That's what I thought, but I was getting the message over the eligible button that the ad was not showing because it was triggering another term..."home builders" The adwords person I spoke to said the "custom home builders" and [luxury home builders]could trigger the phase match "home builder".

Re: Match Types

Top Contributor
# 4
Top Contributor
Hello Click,

You can try adding negative keywords at adgroup level. For adgroup Luxury home builders: you can add custom in broad as a negative & [home builders] in exact as negative. Similary for Custom home builders: you can add luxury in broad as negative & [home builders] in exact as negatives.

Hope it makes some sense!

Thanks,
Neha
Neha Gupta, AdWordsTop Contributor Follow Me: My Blog | Twitter | Google+ | LinkedIn
Did you find any helpful responses or answers to your query ? If yes, please mark it as the ‘Best Answer’
Marked as Best Answer.
Solution
Accepted by Zee (Community Manager)
September 2015

Re: Match Types

Explorer ✭ ☆ ☆
# 5
Explorer ✭ ☆ ☆

Hi click,

 

well this is just wrong what you got said from the adwords spokesperson (If I understand the problem correctly).

 

A typical keyword setup consists of booking the same keyword in all 3 match types. Google will always pick the most restrictive one.

 

So somebody searching only for "custom homebuilders" will get the keyword "custom homebuilders". As soon as he adds "luxury" in front he will be delivered the exact match.

 

@NehaGupta: Your suggestion is good, but would only make sense if you want to deliver specialised ads. Maybe click is only selling "custom luxury home builders", than he wants to capture them all in one group.

 

@click: Do you already have a couple of clicks and impressions? As long as you have a fresh campaign without data the tooltip may not be accurate.

Re: Match Types

Badged Google Partner
# 6
Badged Google Partner

I thought I was given the wrong info from the adwords person. This was just the first time ever, the bubble told me the ad was not showing because it was triggering another search term. I felt this shoul not happen the way I created them. Goes against all the classes and tests they give!

Marked as Best Answer.
Solution
Accepted by Zee (Community Manager)
September 2015

Re: Match Types

Top Contributor Alumni
# 7
Top Contributor Alumni

Another thing you might consider is checking the bid estimates for each of these keywords. Sometimes if you bid a bithigher for the longer keywords (the more precise ones), that can help them compete against the more generic keywords.

 

If it were me, I'd definitely split the single keyword "home builders" out into a separate Ad Group. Then I'd adjust my negative keywords (using Exact match or Phrase match, not Broad match) at the Ad Group level to control which keywords were eligible to be triggered for which searches.

 

Actually, I'd serve each of the three keywords in your example in separate Ad Groups since searches for them are likely to have very different intent.

 

Someone looking for a "custom" home builder isn't necessarily looking to have a "luxury" home built, and someone looking more generically for "home builders" may be put off by the words "luxury" or "custom" and feel your services are automatically going to be too expensive for them.  I'd serve each of these in a separate Ad Group with ad text customized to each and negative keywords at the Ad Group level accordingly.

 

Although, of course, if you offer only high-end building, maybe you wantpeople looking for less-expensive property to skip your ads. You can do that while still capturing the more-generic "home builders" traffic by including the word "custom" or "luxury" in your ad text. You'll probably see a much lower CTR for those searches....

 

Just my $0.02.


Theresa
Google AdWords Top Contributor
*~*~*~*~*~*~*~*

Re: Match Types

Badged Google Partner
# 8
Badged Google Partner

They are in all different ad groups yet all are triggering the key word "home builder"

Re: Match Types

Top Contributor
# 9
Top Contributor

Click, i would like you to concentrate on what TC Theresa suggested:

 

If it were me, I'd definitely split the single keyword "home builders" out into a separate Ad Group. Then I'd adjust my negative keywords (using Exact match or Phrase match, not Broad match) at the Ad Group level to control which keywords were eligible to be triggered for which searches.

 

This can surely solve your problem.

 

Thanks

Neha

Neha Gupta, AdWordsTop Contributor Follow Me: My Blog | Twitter | Google+ | LinkedIn
Did you find any helpful responses or answers to your query ? If yes, please mark it as the ‘Best Answer’
Marked as Best Answer.
Solution
Accepted by topic author click
September 2015

Re: Match Types

Top Contributor
# 10
Top Contributor

Hi,

 

I think it's important to point out here that outcomes will be highly determined by account structure.  If the keywords are in the same ad group, there is one set of rules for how KW will be matched.  If the KW are in different ad groups, there is yet another set of rules.

 

Please review:  When several keywords match a search query, which one is used?

 

KW selection for auction when multiple KW match from different ad groups is not always based on most restrictive match type.  

 

-Tom 

 

 

Tommy Sands, AdWords Top Contributor | Community Profile | Twitter | Philly Marketing Labs
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer.’