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setting cpc based on keyword match type

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# 1
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Should max cpc for a particular keyword vary depending on its match type (broad, phrase, exact). In other words should the max cpc be different for an "exact match" keyword than the max cpc for the same keyword in "phrase" or "broad" match? Thanks

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Marked as Best Answer.
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Accepted by topic author Rob W
December 2016

setting cpc based on keyword match type

Rising Star
# 3
Rising Star

Hi Rob,


With an exact match keyword, which will only match one search query (and close variants) you can control ad position to a strong degree by the amount you are bidding.

 

For phrase, and more so with broad, the keyword can match an infinite number of possible search queries. And a different bid might be needed for each query to show at a certain ad position. Having a low bid can mean that you show on the first page for some search queries, but not others. 

 

Personally, I bid higher on exacts, lower on phrase and lower still on broads, as a reflection of their likelihood to convert. But it ultimately depends on the keywords you are using and the search queries made.

 

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setting cpc based on keyword match type

Top Contributor
# 2
Top Contributor

Hi Rob W,

In most cases, yes. In general, the more restrictive match types will earn more and deserve a higher bid. AdWords assumes you will bid higher for the more restrictive match types. The system works as advertised if you keep all match types for a keyword in the same ad group AND bid higher for phrase than broad match (or BMM) and also bid higher for exact than phrase match.

You can bid lower on an exact match than a broad match, but it is a little tricky to setup and involves multiple ad groups and negative keywords to make that work. I really can't think of a real-life situation that would call for that.

Best of Luck!

 

Pete

petebardo -- Deadhead doing AdWords
Marked as Best Answer.
Solution
Accepted by topic author Rob W
December 2016

setting cpc based on keyword match type

Rising Star
# 3
Rising Star

Hi Rob,


With an exact match keyword, which will only match one search query (and close variants) you can control ad position to a strong degree by the amount you are bidding.

 

For phrase, and more so with broad, the keyword can match an infinite number of possible search queries. And a different bid might be needed for each query to show at a certain ad position. Having a low bid can mean that you show on the first page for some search queries, but not others. 

 

Personally, I bid higher on exacts, lower on phrase and lower still on broads, as a reflection of their likelihood to convert. But it ultimately depends on the keywords you are using and the search queries made.

 

setting cpc based on keyword match type

Visitor ✭ ✭ ✭
# 4
Visitor ✭ ✭ ✭

Thanks that was very helpfull

setting cpc based on keyword match type

Visitor ✭ ✭ ✭
# 5
Visitor ✭ ✭ ✭

Thanks for the reply it is very helpfull.