• http://www.brickmarketing.com nickstamoulis

    Great list and I agree that adding a solid list of negative keywords and speaking to the users intent can go very far with the optimziation of a campaign…

  • http://ppcisme.com Erez PPCisme

    I’m not sure I agree 100% with the recommendation to add many keywords in phrase match. I mean, ideally this is the best practice – to have as many tight themes ad groups with more than 1 match type so you’ll be able to control it best and provide the best creative for each keyword, but I think having too many ad groups and too many keywords in these ad groups may cause you to lose control over your account. Furthermore, having too many keywords with low impressions volume can hurt your performance.
    I think your recommendation is good just if the keyword got a lot of searches.

  • Andrew Goodman

    I agree with most of it. But according to Google, QS is normalized for match type. I am personally a big fan of phrase match – in fact I insist on it very often. But as far as QS goes, the benefit can be exaggerated. While I wouldn’t recommend broad one-word phrases in the early going of an account :), we shouldn’t completely fear broad match from a QS standpoint.