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Segmenting Keyword Match Type - Ad Groups or Campaigns?

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hi,

 

I'm curious if most of you segment your keywords by match type (broad/phrase/exact) at an Ad Group or Campaign level?

 

Does it change depending upon the size of your campaign?

 

Cheers!

G

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

Re: Segmenting Keyword Match Type - Ad Groups or Campaigns?

Top Contributor
# 2
Top Contributor
Hi G,

I do it sometimes when I find that I need to work differently with Ad Copy. For instance I sometimes find myself segmenting out the Exact Match type into its own group because I am super confident with my ad copy while I keep phrase and broad in a different adgroup because I need to work a little harder with Ad Copy due to broad and phrase match keywords expanding to other search terms. Sometimes I segment phrase into its own group if necessary too. It just depends on your account needs and how much time you have to manage the account.


Kim Clink, AdWords Top Contributor | Community Profile | Twitter | Clink Digital Marketing
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Marked as Best Answer.
Solution
Accepted by Zee (Community Manager)
September 2015

Re: Segmenting Keyword Match Type - Ad Groups or Campaigns?

Follower ✭ ✭ ✭
# 3
Follower ✭ ✭ ✭

I segment my keywords by groups at a and adroup level. 

Ex: Medical MAlpractice (Campaign)

Med Mal Attorney (Adgoup)

All my matched that are relevant to that adgroup go here. With all the appropriate match types

 

I like to think of it like a tree and the camapign being the trunk.

 

Hope this helps.

 

View solution in original post

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

Re: Segmenting Keyword Match Type - Ad Groups or Campaigns?

Top Contributor
# 2
Top Contributor
Hi G,

I do it sometimes when I find that I need to work differently with Ad Copy. For instance I sometimes find myself segmenting out the Exact Match type into its own group because I am super confident with my ad copy while I keep phrase and broad in a different adgroup because I need to work a little harder with Ad Copy due to broad and phrase match keywords expanding to other search terms. Sometimes I segment phrase into its own group if necessary too. It just depends on your account needs and how much time you have to manage the account.


Kim Clink, AdWords Top Contributor | Community Profile | Twitter | Clink Digital Marketing
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: Segmenting Keyword Match Type - Ad Groups or Campaigns?

Follower ✭ ✭ ✭
# 3
Follower ✭ ✭ ✭

I segment my keywords by groups at a and adroup level. 

Ex: Medical MAlpractice (Campaign)

Med Mal Attorney (Adgoup)

All my matched that are relevant to that adgroup go here. With all the appropriate match types

 

I like to think of it like a tree and the camapign being the trunk.

 

Hope this helps.

 

Re: Segmenting Keyword Match Type - Ad Groups or Campaigns?

Top Contributor
# 4
Top Contributor

Ditto that from LawyerCentral.  ALWAYS create adgroups around a relevant theme Smiley Happy



Kim Clink, AdWords Top Contributor | Community Profile | Twitter | Clink Digital Marketing
Did you find any helpful responses or answers to your query? If yes, please mark it as the 'Best Answer.'

Re: Segmenting Keyword Match Type - Ad Groups or Campaigns?

Visitor ✭ ✭ ✭
# 5
Visitor ✭ ✭ ✭

Thanks for the responses!

 

My main concern with segmenting at an ad group level is that you can't effectively control the amont of budget each keyword type gets.  So - if I want my exact match to have the majority of the budget all I can do is to limit the budget of phrase/broad.

 

Thoughts....

Re: Segmenting Keyword Match Type - Ad Groups or Campaigns?

Zee Community Manager
Community Manager
# 6
Zee Community Manager
Community Manager

Hi mistaT

 

You definitely have control over your budget as well as bids. Depending on the size of your account, you can try automatic bidding to see what keywords work for you. Based on that you can keep fine-tuning your account and switch later to manual bidding instead of automatic

 

Best,

Zee
G+

Re: Segmenting Keyword Match Type - Ad Groups or Campaigns?

Follower ✭ ✭ ✭
# 7
Follower ✭ ✭ ✭

Agreed.. What about maybe setting a automatic rules for the keywords you want to spend more on because you want a higher position or for whatever reason. 

 

Also, if this is a new campaign I would not discount the other matches. Especially broad with the modifier this is really helpful because you will get a chance to see what people are searching for. This helps on many levels because it will give you new keyword ideas and it will also help with negative keywords. It will really help you to fine tune your campaign and give you a good idea on which keywords are converting aswell.

Re: Segmenting Keyword Match Type - Ad Groups or Campaigns?

Follower ✭ ✭ ✭
# 8
Follower ✭ ✭ ✭
Also you can day part the campaigns in the non profitable hours. This will reduce some unnecessary spend.

Raghu