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Same keywords with different match type in Single Adgroup or Campaign

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# 1
Visitor ✭ ✭ ✭

I am a newer for Adwords, but I still study hardly to make it perfect, I wish I could!

 

I have two Questions, plz help me to solve them.

 

1. In my ad account, the campaigns are segmented with products, and every campaign have several ad groups, each ad group have the same keyword with different match type,  but recently, I found that the broad match type get more impression ( that's obviously), higher CTR and more conversions, and there are too many invaluable keywords, I used BMM too, even though I set the bid higher than broad match type, the quality score is still lower than BM. What should I do? Pause the BM, or BMM?

 

2. I read some ad approach and strategy, they obsessed and confuse me. Segmenting my account with match type in campaign or group, or, mixed the match type, which one is better for performance?

 

Thanks for you guys! Sorry for my poor English! ^_^

2 Expert replyverified_user
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Marked as Best Answer.
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Accepted by Rakesh Kumar (Top Contributor)
September 2015

Re: Same keywords with different match type in Single Adgroup or Campa

Top Contributor
# 2
Top Contributor

Hello,

 

Generally the advertisers tend to follow different strategies and stick with the one, which gives them higher Conversions, high Return on Investment (ROI) etc...

 

So you are correct in your thinking that you could choose primarily either of the 2 ways:-

 

1. Launch different match type keywords within a single ad group and go with the ones, which gives you better results.

 

2. Launch different match type keywords in different ad groups OR different campaigns and then add embedded negative match type keywords to streamline the traffic. Now, once you accrue data, you can pause the match types which are not proving worth for you and optimize the rest of the keywords.

 

I wouldn't suggest going with too much of the Broad match type keywords because that would tend to bring in lot of irrelevant traffic and your much of the time and efforts would go in adding the negatives, analysing the Search Terms frequently and checking which terms are relevant and which not.

 

BMM is definitely good option to go for. However, try to focus more on the restrictive match types like Exact and Phrase matches with higher bidding for them compared to BMM. That might reduce some of the traffic but would bring in more relevant users for your business.

 

I would also encourage you to read this reference which explains how similar keywords are matched to Search Terms: https://support.google.com/adwords/answer/2756257?hl=en

 

Here's one more reference on how to improve your keywords in the account:- https://support.google.com/adwords/answer/2453976?hl=en&ref_topic=3122868

 

Best of Luck!

Pankaj

View solution in original post

Marked as Best Answer.
Solution
Accepted by Rakesh Kumar (Top Contributor)
September 2015

Re: Same keywords with different match type in Single Adgroup or Campa

Top Contributor
# 2
Top Contributor

Hello,

 

Generally the advertisers tend to follow different strategies and stick with the one, which gives them higher Conversions, high Return on Investment (ROI) etc...

 

So you are correct in your thinking that you could choose primarily either of the 2 ways:-

 

1. Launch different match type keywords within a single ad group and go with the ones, which gives you better results.

 

2. Launch different match type keywords in different ad groups OR different campaigns and then add embedded negative match type keywords to streamline the traffic. Now, once you accrue data, you can pause the match types which are not proving worth for you and optimize the rest of the keywords.

 

I wouldn't suggest going with too much of the Broad match type keywords because that would tend to bring in lot of irrelevant traffic and your much of the time and efforts would go in adding the negatives, analysing the Search Terms frequently and checking which terms are relevant and which not.

 

BMM is definitely good option to go for. However, try to focus more on the restrictive match types like Exact and Phrase matches with higher bidding for them compared to BMM. That might reduce some of the traffic but would bring in more relevant users for your business.

 

I would also encourage you to read this reference which explains how similar keywords are matched to Search Terms: https://support.google.com/adwords/answer/2756257?hl=en

 

Here's one more reference on how to improve your keywords in the account:- https://support.google.com/adwords/answer/2453976?hl=en&ref_topic=3122868

 

Best of Luck!

Pankaj

Re: Same keywords with different match type in Single Adgroup or Campa

Top Contributor
# 3
Top Contributor
Hi,

In addition to Pankaj's excellent advice, run a search terms report on the broad match keywords. Identify the search queries that are producing impressions, high CTR and conversion rate, then add them as phrase or exact keywords. Bid a little higher for the more restrictive match types as the broad match keywords will still be eligible for impressions. The keyword with the highest AdRank enters the general auction for placement.

Best of Luck!

Pete
petebardo -- Deadhead doing AdWords

Re: Same keywords with different match type in Single Adgroup or Campa

Visitor ✭ ✭ ✭
# 4
Visitor ✭ ✭ ✭
Hey, Pankaj, it's really helpful, thanks a lot!

but I'm wondering, if I pause BMM to keep the higher CRT and conversions, I could not optimize the keywords with other methods, except embed negative keywords, for that, I have add huge number or negative keywords!

Re: Same keywords with different match type in Single Adgroup or Campa

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# 5
Visitor ✭ ✭ ✭
thanks for your advice!