Multiple keyword match types - same ad group, or separate ad groups?
-
Hi guys,
Looking at an account that has historically used broad matching, and i'd now like to take some of the better performing keywords and duplicate as phrase and/or exact match to increase the quality of traffic to the landing pages.
I know I can add red shoes, "red shoes" and [red shoes] to the same ad group, however I've also read that people are creating separate groups for each match type.
Other than easy of management (same group), or more granular targeting of ads (separate groups), should I go with either approach, or a blend of the two?
My key objective in this restructure is to drop the currently high bounce rate on the landing pages by improving the relevance of the incoming traffic.
Cheers, Jez
-
Hey Guys,
I think this post is going to help me out a lot! I've been paying out the nose for my advertising on Google over the year with as you can well imagine a certain sense of frustration. I got the inkling this was what I needed to do as I can see now my structure has been way to careful on my campaigns.
Thanks,
Scott
-
That's correct. The more freedom you give the engines to match your keywords to "related" queries, the less relevant your average click will be, which will drive down conversion rate and thus revenue per click. So, in summary, the more broad the keyword the less you should be paying per click (99% of the time).
This reminds me of a funny blog post I read today that shows how ridiculous some of the matches can be when using broad match -- http://www.ppchero.com/wtq-do-the-creep/
-
Thanks fidelityim & KTaylor, I'll consider both approaches against the time the longer term owners of this Adwords account are willing to put in to managing it
So, the exact > phrase > broad approach is the most cost effective, even though we're putting forward our highest bid price first, based on the theory that higher qualified click through traffic is more valuable to the site owner - is that correct?
I want to confirm, as to a SEM aspirant it seems counter intuitive to pay more for exact matches, though as you mentioned fidelityim, i realise that the CPC does not necessarily equal the tiered bid prices.
Cheers, Jez
-
fidelityim makes a good suggestion. You should definitely bid according to performance of your keywords match types. In all but the most rare cases advertisers' performance will match the tiers fidelityim has mentioned exact > phrase > broad (not including the near exact, near phrase, and broad modified match types Google has added).
There is one point that fidelityim made that I don't agree with... I think it's worthwhile to create separate ad groups and even campaigns for different match types. The main reasons being that it allows you to:
1. View performance by match type at a glance in the absence of sophisticated tools like Kenshoo or Marin Software. This performance will vary by a huge margin so making it easy to see your winning buckets is very helpful given that everyone's time is limited.
2. You can budget your match types based on performance. By analyzing your search query reports, broad and phrase matched queries can be great feeders for your exact match campaigns, so you'll probably want to limit your spend on those terms until you are sure about the performance at a query level. This can only be achieved by separating these match types into their own campaigns.
Cheers,
KT
-
What I'd recommend is a 'tiered bidding' approach. Don't use different ad groups for different match types.
With tiered bidding you're setting different bid amounts for different match types - specifically, your exact match is the highest bid, followed by phrase and then broad. So it would be something like this:
[red shoes] - $1
"red shoes" - $0.75 (3/4 the price of the exact match)
red shoes - $0.50 (1/2 the price of the exact match)
This strategy helps ensure that you're paying a fair value for all different types of search queries that are bringing traffic to your site.
Assuming that in this example, you're an e-commerce site selling red shoes, we'll argue the term 'red shoes' is the most qualified search query available. As such, you're paying top dollar for that keyword - $1. (I know your actual CPC isn't your bid price, I'm just saying - for illustrative purposes). If a user searches for, say, 'shiny red shoes', your phrase match keyword will be triggered, and you'll pay $0.75. You're paying a little bit less because, let's say, your shoes aren't exactly shiny, but there's still a chance that user will convert. Lastly, if the user types in 'what are red shoes', your classic informational type of search query, your ads won't be triggered by the exact or phrase match version of the keyword, but they will be triggered by the broad match, and you'll pay $0.50. You pay the least amount for this search query because this doesn't represent a very qualified visitor for your red shoe, e-commerce website.
Hope that helps.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Would you launch a paid search campaign with 'Exact Match' only keywords
Hi Mozzers, I'm building a new campaign for a business start-up, and search volumes with the industry are HUGE! I want to target high commercial intent keywords, to maximise the number of conversions / sales from my paid search campaigns. Using the forecasting tool in Adwords, it looks like I can [exact match] these high commercial intent keywords and still get the click volume I'm aiming for. Would you, therefore, use this approach - where you only match at an exact level to control the quality of traffic coming through from the paid search campaigns? I plan to achieve relevance by having ad groups broken down into clear themes with around 10 - 15 exact match keywords per ad group. Let me know your thoughts... Thanks!
Paid Search Marketing | | Zoope1 -
Adwords Expanded Text Ads - How are they working for you?
I think it would be nice to get a consensus from more people. The day expanded text ads came out last week, I immediately jumped on it and created them for all my campaigns. I still left some of the old ads running in each ad group so that I could compare. Looking at the conversion data from the last week, the conversion rates are between 2-7x lower on the expanded text ads, and as a result, the cost per conversion is 2-5x higher as well. Basically, they're performing horribly. The click-through rate is mildly higher, but who cares if they're not converting? I know it's only a week's worth of data, but it seems the difference is enough to be statistically significant. I'm wording what everyone else's experience has been.
Paid Search Marketing | | UnderRugSwept0 -
PPC - Fixing the campaign so ads always rank in positions 1 - 3
Hi everyone, I have more of a SEO background than a PPC one so excuse me if this question seems simple. I have inherited a Google Adwords campaign and want to accomplish the following Fix the campaign so the ads only appear in positions 1 – 3. The campaign came with a relatively good structure. Is there some way I can fix the settings to accomplish this? Conversion rates are high but quality scores vary from 6 -10 Thanks
Paid Search Marketing | | Carla_Dawson0 -
Can I dynamically add city name to my PPC ad text and URL based on the user's search?
I have looked into DKI (Dynamic Keyword Insertion), but have not found a solution and thought that some excellent Mozzer might be able to help. Here is the idea: We have landing pages for hundreds of cities. The local content on each of these cities changes page to page, however the keywords that we are going after are the same. So, I am trying to create a dynamic ad group that looks something like this: Headline: {City Name} {Keyword} Description: We cover {City Name} {Keyword}, get more info now! URL: http://www.website.com/{City Name} Please let me know if you can assist with this, B
Paid Search Marketing | | Reis_Inc.0 -
Bing Ads Quality Score
Hi Mozzers, We've just imported (around two weeks ago) our Adwords into Bing and are just evaluating it. Pretty much across the board, but especially our best performing Ad Groups are showing up with abysmal quality scores. Case in point: our best ad group has mostly 10s, two 9s and one 7 in Adwords, yet nothing over 3 in Bing. Specifically landing page relevance is rated poor, keyword relevance and landing page experience as "no problem". So, what specifically is Bing looking for on landing page relevance that's dramatically different to Adwords? The Bing help references a blog post of 2 years ago suggesting increasing keyword count - yet the pages do well in organic search and adding more keywords to the copy will start to look artificial and stuffed, so I'm very reluctant to start there! Any pointers?
Paid Search Marketing | | WorldText0 -
Keyword Traffic - Does this count paid traffic?
I'm looking at keyword rankings, and specifically at the number under "Keyword Traffic" for one of my keywords, which is described as "how many visits this keyword has generated for your website". We run adword campaigns for some of these keywords. I'm wondering if this number is tracking visits from adwords or is this only organic?
Paid Search Marketing | | mboynton0 -
Could longtail keywords really produce up to 80% more organic traffic long-term?
I was listening to a podcast on site visibility's website and they were discussing www.hittail.com which is a piece of software which analyzes lists your
Paid Search Marketing | | whitbycottages
visitor stream in real-time and provides actionable list of precisely which
keywords the website should be targeting to dramatically grow your organic
search traffic using long tail key words. The say they can come up with a list of long tail keywords which the
website could easily rank for hopefully straightaway in the top five positions
on Google and other search engines by creating a blog post are some relevant
content. Or you could use the information to form some anchor text links etc They say it's possible to produce up to 80% more traffic organically
once you are aware of which keywords are being overlooked by the website and
then produce the relevant content. The theory is that most people focus on the high traffic short tail
keywords and overlook the long tail keywords and I got to admit I actually fall
into that category unfortunately. Anybody uses particular website? And what is your experience of targeting the
longtail keywords have they produce good results ?0 -
Multiple visits with 100% bounce from 1e100.net
Hi guys, I'm seeing multiple visits via an Adwords campaign from domain 1e100.net. I've found that this domain is related to Google's safe browsing feature, and thought perhaps it's Google checking that my landing page is not a phishing site, but multiple visits in the one day? I've updated my destination url a couple times, but certainly not 10+ times. These visits are showing up as a bounce - they come in to my landing page, do nothing, then exit. Interestingly, when I break down the visit by originating country, they come from the US, whereas my paid search campaign is limited to Australia only. Would appreciate any thoughts 🙂 Cheers, Jez
Paid Search Marketing | | jez0000