If we already have phrase match keywords, why use exact?

Estrella · 09-27-2009, 04:55 PM

Hi PPC experts,

Let's say we have a phrase match "blue widget". That means that when someone types in "blue widget", our ad will show up. So why would/should we use the exact match [blue widget], if the phrase already does what the exact can do? Isn't the exact match redundant then?

I'm asking this because I know people use exact match keywords in *addition* to their phrase match ones, so I am curious as to why it's done.

Thanks!

Fraggler · 09-27-2009, 06:26 PM

Probably the best example I could give you is if you are selling "blue widgets".

Google: free blue widgets

Phrase Match - your ad would be shown when it is not relevant to the search and a click would not result in a conversion as someone looking for a freebie isn't ready to spend some money.

Exact Match - not shown. CTR not damaged. QS remains intact.

You could spend time making a negative list but this still might not be accurate.

Joshua.E1 · 09-28-2009, 12:10 AM

To answer your question on the above is to cut cost, and to increase your quality score.

If you have an exact match keyword, and its click by some searchers, you will realized that the amount you are paying is lower than a phrase match.

You can check on your Adwords account, see if your average phrase match keywords CPC is higher than your exact match keywords CPC.

This is usually true as Google rewards you for being relevant to the searchers, you and to Google.

And this is a good thing, when you have good CTR, Google will reward you with good quality score as well.

sachibhat · 09-28-2009, 01:04 AM

if someone searches for the word blue or widgets separately then your ad will come up.
So to target exactly you have to use exact match

dburk · 09-28-2009, 02:25 AM

Hi Estrella,

Fraggler and Joshua both nailed it! Ideally you want maost of your traffic coming from exact match keywords. If you are getting impressions and clicks on phrase match you are paying more than you need to, why would you want to do that?

LilBlackDress · 10-04-2009, 10:59 AM

What about Global vs. Local Searches. What is the difference? And if a term has say 5000 global searches but hardly any local would you use it?

09-27-2009, 04:55 PM	#1
Estrella HyperActive Warrior Join Date: Feb 2006 Location: , , . Posts: 128 Thanks: 0 Thanked 0 Times in 0 Posts	If we already have phrase match keywords, why use exact? Hi PPC experts, Let's say we have a phrase match "blue widget". That means that when someone types in "blue widget", our ad will show up. So why would/should we use the exact match [blue widget], if the phrase already does what the exact can do? Isn't the exact match redundant then? I'm asking this because I know people use exact match keywords in addition to their phrase match ones, so I am curious as to why it's done. Thanks!

09-27-2009, 06:26 PM	#2
Fraggler HyperActive Warrior War Room Member Join Date: Jul 2009 Location: Brisbane, Australia Posts: 108 Thanks: 8 Thanked 20 Times in 14 Posts	Re: If we already have phrase match keywords, why use exact? Probably the best example I could give you is if you are selling "blue widgets". Google: free blue widgets Phrase Match - your ad would be shown when it is not relevant to the search and a click would not result in a conversion as someone looking for a freebie isn't ready to spend some money. Exact Match - not shown. CTR not damaged. QS remains intact. You could spend time making a negative list but this still might not be accurate.
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09-28-2009, 12:10 AM	#3
Joshua.E1 HyperActive Warrior Join Date: Jul 2009 Posts: 247 Thanks: 0 Thanked 11 Times in 11 Posts	Re: If we already have phrase match keywords, why use exact? To answer your question on the above is to cut cost, and to increase your quality score. If you have an exact match keyword, and its click by some searchers, you will realized that the amount you are paying is lower than a phrase match. You can check on your Adwords account, see if your average phrase match keywords CPC is higher than your exact match keywords CPC. This is usually true as Google rewards you for being relevant to the searchers, you and to Google. And this is a good thing, when you have good CTR, Google will reward you with good quality score as well.
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09-28-2009, 01:04 AM	#4
sachibhat 2ask.ws War Room Member Join Date: Jun 2007 Location: In Warriorforum Posts: 179 Thanks: 3 Thanked 16 Times in 3 Posts Contact Info	Re: If we already have phrase match keywords, why use exact? if someone searches for the word blue or widgets separately then your ad will come up. So to target exactly you have to use exact match
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09-28-2009, 02:25 AM	#5
dburk Senior Warrior Member Join Date: Nov 2005 Location: Tampa, Florida Posts: 2,238 Thanks: 20 Thanked 184 Times in 167 Posts	Re: If we already have phrase match keywords, why use exact? Hi Estrella, Fraggler and Joshua both nailed it! Ideally you want maost of your traffic coming from exact match keywords. If you are getting impressions and clicks on phrase match you are paying more than you need to, why would you want to do that?
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10-04-2009, 10:59 AM	#6
LilBlackDress Advanced Warrior War Room Member Join Date: Jan 2009 Posts: 594 Thanks: 35 Thanked 40 Times in 31 Posts	Re: If we already have phrase match keywords, why use exact? What about Global vs. Local Searches. What is the difference? And if a term has say 5000 global searches but hardly any local would you use it?