Phrase or modified broad for search query variations?[ Edited ]
March 2014 - last edited March 2014
Dear AdWords community: I'm looking at a client's account (a hotel) and saw adgroups with hundreds of keywords - many of which are just simple phrase match variations; e.g., "hotel puerto madero", "hotel pto madero", "hotel puerto madero mexico", "hotel pto madero mx", etc.
What would be a better approach? to target every single search query variation with individual phrase matches? Or to use a modified broad approach and target any search query variation as long as it contains some key search terms? e.g., +hotel +madero
Thanks in advance for your helpful input!
I think the best way to find out would be to do a controlled test. As what might work of one person may not work quite as well for another.
Personally I like using a broad match approach with well developed negative keywords. This helps me find exactly what people are searching for. I then use the results to continue to develop my campaigns. I find that I always find search terms that I would have never though of. You can always go back to the previous method.
Hope this helps.
Re: Phrase or modified broad for search query variations?
Hello Camilo, welcome back
What I recommend is to set separate ad groups:
One with tightly themed ad copies for exact match keywords (DKI is an excellent feature for this) and the other, with more "general" ad copy for BMM keywords.
Note that in this structure the exact match keyword should be (also) added as negative keywords in the BMM ad group, so the wrong ad would not be triggered.
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