AdWords is now Google Ads. Our new name reflects the full range of advertising options we offer across Search, Display, YouTube, and more. Learn more

Ads
1.8K members online now
1.8K members online now
Improve your Google Ads performance and boost your ROI, CTR, and Quality Score
Guide Me
star_border
Reply

Match Types Suggestion?

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Firstly Hello To ALL Smiley Happy


I have created two campaigns with the same keywords but the difference is of Match Types.

 

One is Broad Match Modifier and another is Exact Match.

 

Can you please let me know what are the things, I should take care of. ?

 

And Is this right strategy I'm following?

2 Expert replyverified_user

Re: Match Types Suggestion?

Collaborator ✭ ☆ ☆
# 2
Collaborator ✭ ☆ ☆
Hi,

Make sure to exclude the exact match type form the broad modifier campaign so they don't compete against each other.

Why two campaigns? You can have different ad groups (in the same campaign) per match type, it's much easier.

Re: Match Types Suggestion?

Top Contributor
# 3
Top Contributor

Hi Rohit,

 

As @Ahmed Ali rightly pointed, you should be adding the embedded negative keyword match type keywords in order to try and streamline the traffic.

 

I would also suggest adding the Phrase match type keywords as well (in separate campaign or separate ad groups as per your convenience).

 

However the other alternate strategy which many advertisers follow is to use the different match type keywords within one campaign and then keep the ones that are performing well and pause the rest.

 

That's another way how might try in future and see if you can achieve good ROI for your account.

 

My 2 cents!

Pankaj

 

Re: Match Types Suggestion?

Top Contributor
# 4
Top Contributor

@Ahmed Ali Keywords never "compete" with each other in a way that is "damaging"; when two or more Keywords can match the same search term AdWords has a sophisticated algorithm for determining which is the best match.  "Best" is an important word here since that can mean the cheapest.  

 

To the best of my knowledge, the only situation in which it is beneficial to "force" matches in this way is where the Exact and Phrase and/or Broad matches indicate a different intent from the searcher and therefore require a different Ad and/or landing page.  Such situations are quite rare and if no such intent can be inferred, there is no benefit in preventing AdWords from choosing the best Keyword for the match.

 

Jon

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

Re: Match Types Suggestion?

Visitor ✭ ✭ ✭
# 5
Visitor ✭ ✭ ✭
Jon's answer might disagree with "best" practices, but it aligns well with reality.

Using negatives to force matches is like hobbling some of your best players before the game.

Contrary to the theory, I have seen Broad Match keywords with significantly lower CPAs (and higher Quality Scores) than the same Exact Match and Phrase Match keywords, running the same ads. And the same for Phrase versus Exact.

Forcing matches with negatives (and bid adjustments) is great – but lowering CPAs is better.

Better to learn what AdWords prefers, then add negatives as required. You wouldn't add salt to a dish without tasting it first, would you ... ?