Comments on: Match Types in Google AdWords – Use ‘Em if You’ve Got ‘Em

By: » Keyword Match Types- Paid Search - Right Place Media RPM Blog: A variety of current advertising related topics.

Thu, 07 May 2009 20:48:15 +0000

[...] and do not forget those vital negative keywords. Campaign goals will give direction as to which type should be used. var [...]

By: Patrick Schrodt

Patrick Schrodt — Mon, 26 Jan 2009 18:05:51 +0000

We actually re-designed our entire campaign into match types. Our adgroups used to have all match types in them, now they are broken down by match type (now we have 3 times more AdGroups) The quality score on the exact match adgroups are through the roof! 9 out of 10 and 10/10! We have found that it is also easier to track in our analytics tools also.

By doinf this, we have eneded up saving thousands per month, as we found that the braod terms did not seem to convert as well.

Test it out!

By: John

John — Wed, 21 Jan 2009 13:37:29 +0000

@ Rob,

Thanks for commenting. Using broad match to intelligently test for new keywords is a very handy trick, indeed.

@ Craig,

You certainly have a great way of explaining processes – good stuff!!! Oh, and the neat-o diagrams are nice, too. : ) The way you explain it as “…values different queries provide” is perfect. Each match type performs differently, and if you don’t you are missing out on opportunities.

@ Matt,

I, too, have run into niche B2B clients where tightening down on match types has actually limited traffic and leads. There’s already a limited amount of search volume, and it is impossible to know every potential search query – so employing broad match (and carefully reviewing performance) will ensure you’re firing on all cylinders.

By: Matt L

Matt L — Wed, 21 Jan 2009 04:36:18 +0000

bah, your over-intelligent blog readers beat me to all my responses. I’ll just “second” in agreement.

Also, if anyone goes after moderately obscure niches like our clients tend to, they had better be shooting for broad match and manage bids separately otherwise they will face the opposite of the “paying too much for the wrong traffic”. They will be getting a trickle of leads and come too far under budget which can get you canned just as quick.

By: Craig Danuloff

Craig Danuloff — Wed, 21 Jan 2009 03:23:21 +0000

There is an absolute reason to use all three match types, in some cases, for the same keyword. In fact, without doing so there is no way to control the way your keywords match queries and to pay the amount you want for the very different values different queries provide. I’ve described my preferred method as the ‘match type keyword trap’ and written it up with neat-o diagrams here: http://bit.ly/lZMo

By: Rob

Rob — Tue, 20 Jan 2009 14:32:01 +0000

I agree John, matching types are definitely important to test with! Especially if your higher traffic driving keywords are very broad and could match in different verticals (i.e. – alot of car models).

By: » More On Match Type Optimization Pay Per Click Journal - Pay Per Click Advertising Blog

Tue, 20 Jan 2009 14:03:51 +0000

[...] didn’t feel the need to address the post head on last week, but we’d like to respond to PPC Hero’s call for a discussion just this [...]

By: John

John — Tue, 20 Jan 2009 13:56:42 +0000

@Andy,

Thanks for lending your insights. You hit the nail on the head! Anyone who complains that broad match will damage your Quality Score is sadly misinformed. You are correct that only the EXACT MATCH of your keywords impacts QS. The testing and research possibilities from using broad match are too good to pass up.

By: Andy (Blue Snapper)

Andy (Blue Snapper) — Mon, 19 Jan 2009 22:46:50 +0000

Hi John. Spot on. I use all three match types but only on terms that receive higher impressions. I then keep track of CTR and conversion rate and take the appropriate action.

I like broad match as it highlights some interesting keyword combinations in search queries that keyword tools don’t uncover. Providing broad match is used with the search query report (and negative keywords) there’s no problem. If I start getting some nice broad matches against search queries – I’ll try them with different match types.

I’ve seen a lot of blog posts spawned form the WebmasterWorld thread that warn against running all three match types, particularly broad match as it’ll damage CTR/Quality Score (QS). It won’t! Only exact matching of search queries with broad match bid keywords impacts QS and therefore CPC/Ad Rank. A common misunderstanding I think.

Regards

Andy