Two Match Type Strategies That Can Enhance Your PPC Performance
August 20, 2008
Last week I wrote an article about an account that we inherited that had been constructed and managed poorly. One of the strategies I called into question was separating keyword match types into unique ad groups within Google AdWords. However, we had quite a few comments from our readers stating that this is a strategy that they employ frequently with great results.
This is one of the best things about our blog: I’m always learning how different people manage their PPC campaigns! After conversing with our commentators I thought I would give everyone a summary of what has been discussed.
Breaking your match types down into separate ad groups can be a beneficial strategy (for the right accounts). One of the benefits of using this strategy can be to test which ad text works best with your specific match types. Also, you can determine which match type works best for your target audience. Since each match type has a slightly different intent, then each is going to perform differently. You can optimize your ad groups accordingly while pausing the under performers. As Tom Hale commented,
“Google Analytics does not distinguish between keyword matching options – that reason alone provides a case for match specific ad groups in some circumstances. Labeling an ad group per a matching option also can make daily management more efficient and provide quick insight into the value chain of your target market. Broad early entry into the cycle vs specific purchase inquiries.”
And Patrick also added another comment on this strategy:
“We have three AdGroups for each match type. Outstanding success with the best Qscore I have ever seen. Exact Match types give the best conversion rate for almost any business. Now that we have seen these match types broken down, the CPA has dropped big time, and our position has increased. The CPC has also dropped down too! I can now make simple decisions to pause phrase and broad keywords completely. Even if I pause my broad keywords, it will lose traffic of course (impressions and clicks) but the traffic I am getting through these broken down ad groups are highly converting.”
Also, we have not discussed negative embedded match here at PPC Hero. Sampling directly from the Googe AdWords help section, here is the definition for this match type:
Embedded match is a sophisticated form of keyword matching that allows you to prevent your ad from appearing in relation to certain phrase or exact matches. This is popular when an advertiser sells merchandise related to a movie or book, but not the actual movie or book.
Example: An advertiser selling Toy Story merchandise might use the embedded match option of a negative and exact match on -[Toy Story]. This way, the advertiser’s ads appear for Toy Story dolls and Toy Story products, but not for the exact match Toy Story.
Example: For the broad-matched keyword used book and negative keyword -college, your ad could appear when users enter the following query:
|Ad will appear:
used book seller
|Ad won’t appear:
used college book
The account we inherited was using embedded match a bit too liberally. But I do agree; both of these match type strategies can help target your keywords and optimize your PPC account, resulting in a better click-through rate and conversion rate. Thanks to everyone who commented on the last post with tips, clarifications, and insights!
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