• Terry Whalen

    Benjamin, those are some beautiful charts – great use of data. I’d like to clarify that each account is different. For many folks, it may still be a great combination to include opt-out exact-match keywords and also BMM keywords. It all depends on the individual advertiser. Thoughts?

  • Benjamin Vigneron

    Thanks for the feedback, Terry.

    Right, each account is different, and AdWords’ new matching behavior definitely has a bigger impact on those accounts not – or marginally – using broad match type/broad modifier.

    Also, it all depends on your keyword list and whether or not most plurals, misspellings, and close variants were already covered in exact and phrase match types.

    As for the use of opt-out exact-match keywords, it does make sense to me as long as it is worth the effort – i.e. I can see that being useful for top cost and/or revenue keywords in order to manage separate bids for the singular and plural forms of the same term. However, an efficient negative keyword strategy might be a better way to scale up your account and fully leverage this new feature, given that we’re not talking about weird/irrelevant queries here but just close variants.

  • http://twitter.com/jennyhalasz Jenny Halasz

    Thanks for taking the time to analyze this for everyone. I think it’s important to  point out though that this is only one account. The impact of expanded broad match (what I’m calling it) could have a significantly different impact depending on the industry. It’s akin to saying that only 8% of keywords will be (not provided); depending on the industry, it could be as high as 70-80%.

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