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1 broad match keyword dominates always

by PPCDan
3 replies
  • PPC/SEM
    • |
Hey,

I've been running a bunch of different accounts and noticed a common pattern with broad match modified keywords.

Regardless of how many keywords or how many close variations I have of a broad match modified keyword I always see 1-3 broad match keywords that dominate the ad group.

I've got 1 ad group with 15 keywords that are really close variations of each other, but only 1 keyword dominates the ad group. It gets all the impressions even though the other 14 are really close variations.

Should I pause the other modified broad match keywords and let this one take its course?

Thank you.
#broad #dominates #keyword #match
  • Profile picture of the author dburk
    Hi PPCDan,

    What you are seeing is fairly typical. I wouldn't drop those other variations unless they are redundant. If you have multiple modified broad match variations, that trigger impressions for the exact same search terms, then the extra keywords are redundant and should be removed. However, if they trigger distinctly different search terms that no other keyword in the ad group will, then keep them.

    If you are getting a lot of traffic from the exact same search terms to a modified broad match keyword then you should think about adding those terms as exact match keywords so that you can optimize the bidding for each individual search term.

    The bottom line is to make sure you are doing regular analysis of your Search Terms report and process that information to optimize your account structure.
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    • Profile picture of the author PPCDan
      Thank you.
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  • Profile picture of the author winnermarketing
    Use these underutilized keywords with a exact match. Probably you will rewarded with a better CTR and you will pay less your ads!
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