How to work my keywords - should I use exact, broad and phrase match in the same adgroup?
-
I'm looking at my adwords, and am looking to strengthen them, improve quality score by making the wording more appropriate, and ensuring they link to a more relevant page rather than just my home page.
In an AdGroup should I be using all three (broad, exact and phrase) or does this just confuse Google.
What are the advantages/disadvantages?
When I was doing the keyword research, for some of my phrases, there was little difference in price (sometimes as low as a 3p difference) between a broad match (with large potential numbers) and an exact match (with a tiny target group) so it would seem best that I target the broad match - make sense?
-
Bryan is exactly right exact is going to be the most targeted. broad can get good impressions and but might have bad ROI. If you are going to do broad make sure you do add negative keywords. Example you are selling sprint phones you could add it as a broad keyword in the same adgroup but you would want to add some negatives as well like: I hate sprint phones or sprint phones suck. That way you won't get impressions that aren't relevant. Anytime you get irrelevant impressions, they don't get clicked your ctr goes down and you quality score goes down. when quality score goes down your cost goes up. So just do it the right way and save money.
What you really should be thinking about is best practices for your overall account structure. meaning make sure your ad groups are built based on best practices. that will ensure users are sent to the most relevant pages and that way you don't waste money. Also google will look at account structure and relevance when evaluating your account wide quality score, which will factor in to the quality score they assign each keyword.
Your smart by focusing on quality score. In my opinion that is where most people waste money. It is critical to really understand how the bidding and adwords auction systems works every time a query is entered.
-
Hi Gordon,
We use [exact] and look at the local (which is in the US) for projects within the US. If the project is global we look at global.
Targeting broad may be cheaper but might not have a good ROI. My bes response is experiment and keep you eye on analytics. What is working? what is not working? etc...
In definition:
Select a match type to see the monthly traffic volume for a keyword with that match type.
How it works: The table shows approximately how much traffic a keyword with a selected match type gets on Google.
Broad: The sum of the search volumes for the keyword, related grammatical forms, synonyms, and related words
Exact: The search volume for that specific keyword and close variants
Phrase: The sum of search volumes that include the whole phrase or near variants of the whole phrase
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
-
Does Exact Match Domain really works?
Hey!
Keyword Research | | ayofztk
I heard that exact match domain is helpful in ranking over popular keywords. I have two websites Tech Crunch SmallSEOTools My question is, will it be helpful to rank over Tech Crunch and SmallSEOTools, respectively?0 -
Does Google do keyword matching when deciding whether to rank a page?
Hi, another newbie question on keyword research and selection (can't find any information on-line with this low level of detail)... If I've decided that my primary keyword for a given product page is the product name, something like 'AquaPower wet and dry cordless vacuum cleaner', can I assume that it isn't worth additionally optimising the page for 'cordless vacuum' as this has a phrase match in the primary keyword? Is it still worth additionally optimising for 'wet and dray vacuum' which has a broad match within the primary keyword or is Google bright enough to drop the intervening word 'cordless' when deciding whether to rank my page? Thanks for any guidance on this.
Keyword Research | | Alli70 -
Using roman numbers in Page title
Hi, We are working on a site with lots of Acts and Rules (mostly legal stuff). The Acts are differentiated by Roman numbers like rule-VIII and Form-XX etc. I want to know if I should keep the page title same or change them to English numericals like rule-8 and Form-20 Thanks
Keyword Research | | sayeed0 -
New Keyword Planning Tool
In the past we have used google analytics keyword tool to evaluate a keyword for our campaign. Recently though with the changes to the keyword tool becoming the keyword planning tool we've seen an extreme fluctuation in the metrics provided for avg monthly searches. Specifically the keyword "best fries" used to be reported at 33100 avg global monthly searches, now with the new tool its at less than 200 overall for the month. Additional information has the google trends for the keyword to only be increasing and is roughly near peak search interest. So I guess to simplify the question, should I trust this metric? Is there an alternative source I can use for keyword research? Why would a drop like this happen? Why isn't the google trends data similar to that of the keyword data? Surely 100 representing peak interest doesn't translate to 200 searches a month.
Keyword Research | | JamesBSEO0 -
Finding new keyword research tools
Does anyone have any recommendations for tools to help speed up the initial keyword reporting process? I'm looking for tips to streamline the current system of manually researching competition reports. Thanks.
Keyword Research | | Doug_Hay0 -
Keywords for fabrication (welding) company??
I've been tasked with finding the keywords for our website. The difficulty I'm finding is receiving help from the fabrication personal to suggest keywords. I'm not sure if its peoples imagination or if there's a general unwillingness. Can anyone make any suggestions here? Is there a fabrication or welding keyword database I can put to them and hopefully get their brains working? Or even a way to see what keywords our competitors use?
Keyword Research | | Resolver1010 -
Keywords and On-Page Optimization
Hi i have quite a few keywords i want to rank for which are: how to lose 10 pounds fast how to lose 100 pounds how to lose ten pounds how to lose 30 pounds I can either make separate pages for each of these keywords, but i would prefer to create a single page since most of the content would be very similar, plus i don't think Google would like the fact i'm 'targeting' these keywords individually. Anyway if i do decided to create a single page for all these keywords, what advice do you have? For the URL i'm going to have the keyword 'how to lose weight' or 'how to lose pounds', something generic. Then i'm going to have content which pretty much answers each search query. Now i guess the negative is the fact, i can't optimize the page for each keyword (e.g. keyword in URL, title, or on the actual page itself) So my question how would you approach this issue? How do i tell google (besides backlinking, i will be including these keywords in anchor text) my page is about how to lose 30 pounds or how to lose 100 pounds, when i'm not doing anyway on-page optimization for the keywords individually. Regards, Chris
Keyword Research | | monster990 -
Keyword Research?
What is the best way and best tool to conduct Keyword Research for my site? With the Pro service is there a way to find out better keywords to add to my website? I am receiving emails that my web site is being crawled and will be completed in seven days and so far this is not a "Report Card"? is that correct? Thanks for any information
Keyword Research | | mikedw1