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Using 'compare' or 'comparison' keywords

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# 1
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I have been unsure as to whether I should be targeting keywords that include 'compare' or 'comparison' for a particular company I am working on.

 

Their price point is very competitive, however they don't have a comparison breakdown/calculator/table or similar on their site, but their own pricing is very clear.

 

The CPC is very high so instead of testing these keywords at a high cost, I wondered if anyone else had experience in this area and have tested them. Would you suggest using them or not?

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Accepted by topic author Olly R
June 2016

Re: Using 'compare' or 'comparison' keywords

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# 11
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No, i have not tried.

Using such keywords, there will be rarely any conversation with very high CPL. 

As the user intent is not to buy, he/she is in search phase instead of buying phase.

so there are more chances that the user will abandon the purchase.

Instead of wasting the budget on such keywords better is utilizing it with those keywords which are more likely to give conversions. 

These keywords would perform better if you redirect the users to a compare page with different products offered by you.

A good example of insurance compare has been shared by Moshe.

 

 


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Archit, AdWords Top Contributor, Community Profile
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Re: Using 'compare' or 'comparison' keywords

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# 2
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Hi,

These 2 keywords are going to be tested as negative keywords or adgroup main keywords?

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Re: Using 'compare' or 'comparison' keywords

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# 3
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Main adgroup keywords in theory

Re: Using 'compare' or 'comparison' keywords

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# 4
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P.S just to clarify, the 'compare' or 'comparison' keywords would be used combined with other words. So for example one keyword could be 'car insurance comparison' or 'compare car insurance quotes' (it's not actually car insurance I'm targeting, but just using that as an example)

Re: Using 'compare' or 'comparison' keywords

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# 5
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These two keywords are "close variants": Compare car insurance" and "comparison of car insurance " are close variants.
Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Re: Using 'compare' or 'comparison' keywords

[ Edited ]
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# 6
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I agree, but that doesn't answer the question. I want to know whether I should be using any form of 'compare' keyword at all, given that the site isn't comparing anything, however comparatively they are very competitive. 

Re: Using 'compare' or 'comparison' keywords

[ Edited ]
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# 7
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Agreed with Moshe,
'comparison' is stemming of 'compare'(which comes under close variants).
If CPC bid is the issue then analyse both the keywords in terms of avg monthly searches and CPC bid then go with the one which suits you best.


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Re: Using 'compare' or 'comparison' keywords

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# 8
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I must not be explaining myself correctly. I want to know if anyone has used keywords such as 'compare' within their own keywords, even when the website they are directing traffic to isn't a comparison website. If they have tried using these kinds of keywords, how did they find the performance?

Re: Using 'compare' or 'comparison' keywords

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# 9
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Though these keywords will work but you will loose the quality score(in terms of user experience and relevancy) as you will not be offering the same thing on the landing page.

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Re: Using 'compare' or 'comparison' keywords

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# 10
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Ok thanks. So you haven't tried using these kind of keywords before? I specifically would like to know if people have found them to convert even if they are not directing traffic to a comparison website