Broad Match Modifier - Adwords Experts
-
Hi All,
Looking for a little feedback from anyone running/managing ppc campaigns.
I'm trying to decide if Broad Match Modifier search terms are actually helping. I see many instances where they have a low quality score, high cpc and low CTR. This leads to me think that these terms are actually bringing all my other ads down due to these negative signs.
I have most search terms as "Phrase Match" and [Exact Match] so i'm not sure why i need the Broad Match + Modifier terms as well.
Looking for some advice from the experts ... Do you guys agree with my assessment and what is your overall opinion on the usefulness of Broad Match Modifier terms.
Thanks
-
Hi,
This is the reason that I suggest you to create a separate ad group for BMM keywords only in which you have to add exact match and phrase match query as negative keyword so you can measure the performance of only BMM.
If it is still not clear to you please let me know I will explain you by giving example.
Hope this helps.
Thanks
-
Thanks for the input - I understand how BMM works and that my ads will show for more queries...
My question is how do you see the performance of the BMM term as opposed to the Phrase and Exact matches?
Do you ever notice a search term should be pulling an exact match but instead it pulls the BMM?
-
I find the BMM keywords to be very useful, that is providing you monitor and negative those erroneous keywords that trigger wrongful searches. With BMM you get as Alick300 mentioned a broader spread with those keywords needing to be included, as such they could be found when your exact is entered the other way round if two words or if the phrase is much longer but still contains all keywords.
For me the best tool to compliment BMM is your negative list so over time your campaign becomes more and more accurate with scope for your CTR, and CPC to improve.
-
Hi,
First of all if you pick broad match modifier keywords you will reach broader audience with some controls. I use BMM keywords in my campaign and that is giving me significant number of conversions. As far as QS , CTR and CPC is concerns in my case all are good in my case.
IMO you should create a separate Ad group for BMM keywords in which add exact match and phrase match as negative keywords so your ad trigger for only BMM and keep checking search terms and if find irrelevant search terms add thoise search terms as negative keywords.
You can check it for 1-2 months then you can decide whether BMM perfoming well or not if not you can pause those ad groups.
Hope this helps.
Thanks
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
-
AdWords & Iframes?
We have a client that has syndicated content across a variety of domains. They have no access to the domain/hosting for the site that the content is being syndicated on, but would like to run PPC campaigns to these pages. The page is a header, footer and then the main page content is inside of an iframe, and I was wondering if Google will even allow that to be used as a landing page for a PPC campaign? Thanks!
Paid Search Marketing | | RCDesign740 -
Adwords inital offer / plan towards a client
This must have beeen asked before, but I have been Googleing all day to find a sample offer made by some premium agency. I am working on my very first Adwords offer and although I certainly have my own ideas what to include, I would love to see an offer that has a great flow and layout. Could somebody please give me a link where I can find something?
Paid Search Marketing | | Valdo22220 -
Impressions data: Google Webmaster Tools VS Google AdWords
Dear community, I was doing some research within Google Webmaster Tools (WMT) keyword data when I noticed that the impressions within this tool are quite different compared to the keyword impression data provided by Google AdWords (ADW). Some specs about the situation: Date: December 2014 (31 days). Keyword: brand + main keyword* (e.g. amazon shoes, if Amazon would have been the client) Visitors come from: the Netherlands (>97%). Search volume: 3,8 K for this branded keyword last year (December 2013), of which >99% came from the Netherlands (source: Google Keyword Planner). Search query data: "impressions" for Google WMT (organic keyword impressions) and “impressions” for Google ADW (paid keyword impressions). Of course the ADW keyword is [exact]. So, what's wrong? The data doesn’t match, while I expected approximately the same amount of impressions assuming the keywords are: both [exact] keywords; (check! ✓) within the same period of time; (check! ✓) the Ad is being displayed "all the time" (check! ✓) the domain/page is being indexed "all the time" (check! ✓) How much of a difference is there? Organic impressions: 7,4 K (source: Google WMT) Paid impressions: 2,1 K (source: Google ADW) Note that the search volume according to Google Keyword Planner of last year is somewhere in between: 3,8K. The search volume from this tool of last December is not available just yet (but I don’t expect much difference here since Google Trends shows a steady search volume). If the difference would have been 10-20%, I wouldn't be surprised at all, but this is huge. **What could explain the differences? ** If a lot of people were using AdBlockers (they do, but not nearly as massively (around 10%)). If we would have made mistakes in AdWords: budget, bidding, targeting etc. - This is not the case, got this confirmed by the manager who double-checked the data and settings. Also: since it’s a branded keyword it’s really cheap for us and easy to get high quality scores. If we would have made mistakes regarding indexing/crawling that would have caused an extreme loss in domain visibility in the SERP's: possibly caused by robots.txt, a noindex-tag, server problems etc. This was not the case and Google WebmasterTools says the average position was 1,0 during the complete month. "Something else" went wrong during that specific period of time with this specific domain. I don’t think so because I checked multiple months and multiple other domains of other clients. These gave me the same relative results (okay, some were a bit closer: 30 K paid impressions vs 62 K organic impressions for instance, still a big difference). What other possibilities are left? The impressions from Google WMT and Google ADW are not the same, even though they are called the same and therefore suggest they should be (about) the same. AdWords just randomly fails to display and/or measure some branded ads (even though there is plenty of budget, bidding is fine and QS is 10/10). Definitions of "impressions" for both tools according Google: AdWords definition of "impressions" WebmasterTools definition of "impressions" Hope someone has some more suggestions or useful links! Thanks in advance! Ektor Tsolodimos
Paid Search Marketing | | BlueMango0 -
OK to have a modal pop-up on an AdWords landing page?
We're about to launch an AdWords campaign targeting users who are searching for hand-crafted furniture. The website we're sending users to has a large inventory of furniture, and all if it is hand-crafted. But there currently is no page on the site specifically communicating that all the furniture on the site is hand-crafted. So, rather than dump the user right into browsing the inventory, we want to put an intermediate step in place to say, in essence, "Hey, welcome, yes, we have lots of handcrafted furniture. In fact, all of it is hand-crafted. Here, have a look around." The art director on the project is suggesting that a modal pop-up would be perfect for this scenario. It would greet the user, who could then dismiss the pop-up and move into the site. I have two concerns about using a modal, though: Does a modal violate Google's policy against pop-ups that open new windows? Assuming we trigger the modal using Javascript, will AdsBot have any trouble crawling the content of the modal, such that it could hurt the landing page component of our quality score?
Paid Search Marketing | | ydop0 -
Bing Adwords
Hello Moz Community, I am curious to see if anyone else is experiencing the troubles I am having with Bing Adwords. In the past (not even a month ago), my companies campaigns were driving great traffic, with high CTR, Conv. Rate, and low CPC; but recently (start of February) traffic has increased (not the good kind) and CPC has gone through the roof. When I say not the good kind, I mean the traffic we are getting is not relevant at all to our industry our the campaign/ad groups targets at all. These campaigns have been running for a good year with regular maintenance and great results. I keep up to date with all the negative words, constantly am A/B testing copy and landing pages, and keeping up to date with good SEO/SEM habits. Since February has started like I said traffic has increased (not the good kind) and search queries seem to be more and more outrageous by the day. I guess my question is has anyone else experienced this and is it a possibility that Bing (Microsoft) loosened up their algorithm to drive more (I hate to say it) money into their pockets? I haven't heard/read anything publicly that they made such a change but I have read that they have had an increase in profit and a majority of CPC for accounts have increased without actual search share going up. Please feel free to share you thoughts about this and if you have experienced this in anyway. Thanks All, Brian
Paid Search Marketing | | BrianBar0 -
Adwords Keyword Research - Simplifying Process
So far here's my algorithm: I will make an excel spreadsheet with all of our currently optimized keywords (about 300 I believe) I will grab all the keywords possible out of the adwords keyword tool I will merge the adwords keyword tool keywords with the 300 on the excel spreadsheet and erase the duplicates. I'll drop what's left over in exact match into a google adwords campaign I'll then use the + modifier with brand names and with two word keywords such as +brand +keywords +here Will this algorithm find all of the keywords, or am I missing something?
Paid Search Marketing | | BobGW0 -
Do Google Autofill and Instant Search affect Adwords' Keyword Tool reports?
While performing keyword research around the term "windows", I noticed the keyword "windo" gets 18,000 global monthly searches with .23 competition. Why is this? Do y'all think the Google Autofill and Instant Search features affect reports generated by using the Google Adwords keyword tool? For example, if a user starts typing a search query only to find the site they were looking for before they finished typing the search query, does Google count the partial keyword the user never finished typing into the Adwords Keyword report? I've always wondered about this. Sometimes I find it tempting to attack a misspelled keyword because of the massive search volume and low competition for that keyword. I realize that many consumers may not be very good at spelling, and this may reflect a large search volume towards a misspelled keyword. On the other hand, I see this trend of high volume, misspelled keywords many times while performing keyword research for a variety of clients. Thanks.
Paid Search Marketing | | GlobeRunner0 -
Your Google AdWords account has been permanently suspended for repeated violation of AdWords or Landing Page and Site policies in this or a related account.
My client nor I received any warning. We even had a google adwords team optimize the account and my rep does not yet know the reason for the ban. Not sure if its related but their google organic rankings dropped significantly at the same time. https://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=164786 Any advice here? Do these Questions get indexed by google? I will ask my client if I can disclose the domain. Is there any way around a permanent ban? They were spending 50K per month. Is this enough to have any clout?
Paid Search Marketing | | webbroi0