• ckellogg

    This is great advice.
    Now, how do you organize the keywords with different match types in a campaign: do you set up ad groups for exact, phrase and broad match? Can you have the same keyword with all match types in the same ad group?

  • http://www.esearchvision.com Benny Blum

    ckellog – I’m going to get more into organization at all levels (adgroup, campaign, and account) in the 3rd post in this series, but I can briefly answer your question here. Isolating the exact match form of a KW into a unique adgroup can be very useful for high volume and more generic KWs that broad or phrase match to less relevant queries. For all terms that are not high volume or generic, it’s not necessary to go through the hassle or creating tons of new adgroups.

    Cheers,

    Benny

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

    Hi Benny,

    Nice comment at the bottom emphasizing how exact, phrase and broad match should work together in harmony. Getting out of the mind-set that ‘broad match is evil’ and ‘exact match is king’ is definitely a good thing.

    I agree that broad match will naturally deliver a higher share of impressions and exact match a higher share of clicks, but I think the more you close this gap the better. Searches that have broad-matched to your keywords are potentially no less inferior than ones that have exact-matched to your keywords if the right structure is created and the right negatives are added. I think match type equality is a sign of a highly relevant campaign.

    Great post though – looking forward to the next 6 parts.

  • MelaniePPC

    Hi Benny,

    This article was very insightful, thanks! When do you anticipate the other 6 parts of the series to be posted? I look forward to reading them as well.

  • http://www.esearchvision.com Benny Blum

    Melanie – the next post will be coming out shortly…not sure the date.

    Cheers,

    Benny