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Modified broad and phrase match with "single word" keywords

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

I am trying to figure out the difference between using a modified broad keyword with one word only (+bike) and phrase match with same word ("bike"). I have "Include plurals, misspellings and other close variants" enabled but soon this option will disapear. The difference is clear when the keywords have two or more words. Has it any benefit to include +bike and "bike" in the same adgroup and campaign?

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Marked as Best Answer.
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Accepted by topic author Diego U
September 2015

Re: Modified broad and phrase match with "single word" keywo

Badged Google Partner
# 4
Badged Google Partner
Diego U
Adding on the Clayton,

While there is no benefit to adding both the + and the " " for a single keywords as explained earlier as they are would virtually result in the same query. It would be wise to check if one of the iterations has a better perceived initial Expected CTR and Higher Quality Score then the other. In theory they should have the same expected QS but that may not always be the case.

Then chose the match type of that single keyword that has the higher expected CTR and QS and remove the other.

On a side note, it would also we wise to think about negative keywords to add, if you are utilizing just a single keywords in either the Modified Broad or Phrase Match.

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Re: Modified broad and phrase match with "single word" keywo

Participant ✭ ✭ ✭
# 2
Participant ✭ ✭ ✭
Hey Diego,

There is essentially no difference with the one word keyword in these cases. What you are telling google is that the search term must include the keyword Bike when using +bike and when using "bike" you are telling google that the search term must contain the phrase "bike". While there is a difference in wording, because you only used one keyword they essentially boil down to the same thing.

So in answer to your question, no there is no benefit to including both.

Hope this helps.

Re: Modified broad and phrase match with "single word" keywo

Explorer ✭ ☆ ☆
# 3
Explorer ✭ ☆ ☆
Hi Diego
I do not believe one word BMM and phrase match are any different than Broad match, in the case of +Bike, any search with the term bike will trigger this match, likewise with "bike" as a phrase match defies the very basis of its existence as a single word cannot be a phrase (which is another topic for another day) but speaking of Adwords' benefit, they are as good as Broad Match
Marked as Best Answer.
Solution
Accepted by topic author Diego U
September 2015

Re: Modified broad and phrase match with "single word" keywo

Badged Google Partner
# 4
Badged Google Partner
Diego U
Adding on the Clayton,

While there is no benefit to adding both the + and the " " for a single keywords as explained earlier as they are would virtually result in the same query. It would be wise to check if one of the iterations has a better perceived initial Expected CTR and Higher Quality Score then the other. In theory they should have the same expected QS but that may not always be the case.

Then chose the match type of that single keyword that has the higher expected CTR and QS and remove the other.

On a side note, it would also we wise to think about negative keywords to add, if you are utilizing just a single keywords in either the Modified Broad or Phrase Match.

Re: Modified broad and phrase match with "single word" keywo

[ Edited ]
Explorer ✭ ✭ ☆
# 5
Explorer ✭ ✭ ☆

Hi Diego U,

the solution to your problem is to use "+bike" ... Smiley Wink

From the result side, there is no difference. But I would recommend to use "bike" because Google is giving more credit to stronger match types.

If another advertiser is using +bike, you will win the auction with "bike" (if you and your competitor have the same QS and AdRank)

Re: Modified broad and phrase match with "single word" keywo

Top Contributor
# 6
Top Contributor

Hi Diego, further to the replies you've already received and specifically @ajay S, there is a difference between the "simple" Broad match and either MBM or Phrase.  The simple Broad match also matches for synonyms, i.e. entirely different words that have the same meaning as your Keyword, whereas MBM and Phrase only match plurals or close variants.

 

As has already been explained, when dealing with a single word Keyword, there is no effective difference between MBM and Phrase.

 

Jon

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

Re: Modified broad and phrase match with "single word" keywo

Visitor ✭ ✭ ✭
# 7
Visitor ✭ ✭ ✭
I agree with cobnut completely, if using single keywords definately use modified broad or phrase match as then the keyword has to appear in the search term. If you use just broad match you will get a whole array of weird search terms that don't include the keyword in it.

for example the keyword bike in broad could result in the search term, car engine problem making your ad appear as google will associate the word car with the word bike in broad match.

I hope this backs up cobnut's reply