• http://www.rimmkaufman.com George Michie

    Great discussion, Brad. Too often, folks present themselves as having magic solutions that handle all problems. The fact of the matter is: there is no one-size-fits-all elegant solution with respect to match-types. Thanks for the candid discussion of pros and cons.

  • http://ryanthejenks.tumblr.com Ryan Jenkins

    Great points. A few months ago I reorganized one of my accounts using the third method you described and it’s been great (though definitely a bit higher-maintenance trying to keep up with negatives). Do you think it’s best to set up a campaign just for modified-broad match? I’ve been treating them similar to phrase matched terms (which has definitely helped the phrase matched campaigns)?

  • http://www.alanmitchell.com.au alanmitchell

    You make a good point about using ad group negatives to help increase control over the types of searches which go to each ad group. In theory, to get maximum control over keyword matching, every ad group should contain every other ad group’s exact match keywords as negative keywords (negative embedded match). But in practice, if you had 1,000 ad groups each with 10 keywords, this would mean having 1,000 x (999 x 10) = 9,990,000 ad group exact match negative keywords, which is far in excess of any Google AdWords keyword limits. So I guess as George also points out, there is no perfect magic solution to match type management, so PPC advertisers have to simply work within the limitations of technology and practicality.

  • http://www.bgtheory.com Brad Geddes

    Ryan Jenkins –

    That depends. If the industry is really niche. When using the multi-campaign method – I might use broad match keywords. In that case I’ll often put the modified broad in their own ad groups in either the phrase match or broad match campaigns depending on the overall volume.

    For most campaigns – we have completely gotten rid of broad match except to buy research (ie – we’re just buying broad match terms to see search queries to find new keywords) and only use modified broad. In cases like that, I have a modified broad match campaign that I’m treating like the old broad match (lower bids, bid on some metric, run search queries, add new keywords, etc) and then a broad match campaign that catches the ‘other’ stuff modified misses.

  • http://www.bgtheory.com Brad Geddes

    alanmitchell & George Michie –

    As soon as you find the perfect solution – please let me know!

    I don’t think there’s a ‘one size fits all’ solution at all. There’s ‘best practice’, ‘what’s possible’, and what you can actually accomplish with the time you have.

    Those three options are generally at war with each other.

  • http://talz2210 Tal

    Great post Brad.

    BTW, it was recommended to me by a Google Adwords specialist from Google.

    one question though, for me it’s very clear that I am best monetizing my traffic coming to the exact campaigns, I am debating with myself for long time whether I should make all the exacts as negatives in other campaigns. I am worried I will lose traffic.

    Would love to hear your opinion about it, do you think I will lose traffic or I will definitely get this traffic in the exacts campaign (considering I am positioned 1 or 2 in all the important keywords.