Adwords keyword types

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LotsOfZeros

LotsOfZeros

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I sometimes come across blogs where the article writer is telling us to set up our keyphrases as all three types:
Broad Match
"Phrase Match"
[Exact Match]

so if I was selling car batteries then I would want to set up an ad group named best car batteries and include the following three key phrases within the group:
Best Car Batteries
"Best Car Batteries"
[Best Car Batteries]

Does any of this look redundant to anyone else besides myself? I would think a broad match Best Car Batteries would pretty much cover all three.

Am I missing the obvious or do they just do this for more granular keyword bidding and stats?
 


I never use phrase. But, lets say your Broad match had "best car batteries" and you sell only japanese branded car batteries. However, if I search "best ford taurus car batteries" your ad would trigger, thus wasting your money.
 
LotsOfZeros said:
my question is why would you want all three when broad pretty much covers the other two?
Click to expand...

Broad match only covers the other two if you have an INSANE negative keyword list.

but i believe you were just basically told that!
 
LotsOfZeros said:
Best Car Batteries
"Best Car Batteries"
[Best Car Batteries]
I would think a broad match Best Car Batteries would pretty much cover all three.
Click to expand...

The way I understand it is that since they're in seperate keyword lines then you'll be able to bid different prices for the exact then the broad.

If they type "best car batteries" the exact should fire. but of course if anything else around it fires you'll have the broad fire.

So what happens is you can set it up to bid LESS for the broad and MORE for the specific (because of course we'll get your ad fire for "Car Batteries that suck the best")
 
Well, lets say you have a high conversion rate on [ford taurus car batteries] that justifies a $1.00 CPC so that you get max coverage on that term and you are still turning a good profit.

There are probably other queries like "escort car batteries" or "sedan car batteries" that will convert, though not at as high of a rate as the more targeted term.

Since that broader term still converts, but not as well, you can bid less for the broad match of car batteries, and more for [ford taurus car batteries] so that you increase coverage for your high converting terms but still get impressions for keywords you may not have thought of, at a lesser price.

Obviously, you'll want to stay on top of a negative keyword list. You probably don't want to show for "toy car batteries."
 
Broad match will rape you every time. I use exact and phrase.
why? Because my ad is likely going to have a higher CTR on the exact than phrase match. so I damn well want that to be reflected in a lower CPC (which only happens if it can sort out the difference between the 2)
 
I only use broad match...need to get out of my comfort zone, although my broads convert pretty well. I wonder If they'd convert better with exact though. I guess only testing would tell me that.

xmcp123 said:
Broad match will rape you every time. I use exact and phrase.
why? Because my ad is likely going to have a higher CTR on the exact than phrase match. so I damn well want that to be reflected in a lower CPC (which only happens if it can sort out the difference between the 2)
Click to expand...
 
I'm not a big fan of broad match myself but I use it often when I have a distinguishable word in my phrase like 'camaro'. If my site is about cars, then camaro is not likely to be interpreted as something else. Not like the word 'Nova' which could be a car or a TV show or a cataclysmic nuclear explosion caused by the accretion of hydrogen onto the surface of a white dwarf star.

So I could broad match Camaro if someone searches:
Camaro Parts
Classic Camaro
Camaro IrocZ ... I'm good

but it would suck if someone searches "nova episode 15" and my ad shows up as:
"Buy Nova Parts Here" ... then I just wasted money
 
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