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What's Your Keyword Match Type Strategy?

by taguinod
6 replies
  • PPC/SEM
    • |
Hi everyone,

I was just curious to know, what do you do for match modifier strategy? How do you choose which keywords to start modifying, and what modifiers do you do?

My initial thought is that it's different per scenario, but I'd still like to get some general rules of thumb for using match modifiers. Any input you have would be much appreciated!

Thanks!
#keyword #match #strategy #type
  • Profile picture of the author mrvm1
    Hi
    If you are a newbie start off with exact and phrase matc only, when you start understanding your campaign and how to optimise then start using modified broad match then when you get super good use pure broad match as part of your overall kW strategy.
    The other strategy to get quicker results but will burn cash is to use pure broad from the start , this way you will see what keywords convert quickly then can add the converters into their own ad groups with super targeted ads.
    Only those with balls of steel and unlimited cash should use pure broad from the start
    Good luck
    Mac
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  • Profile picture of the author taguinod
    Hi Mac,

    Thanks for the response! I would say I'm an intermediate level PPC user and my strategy has always been starting off with broad matched keywords and then remove under performing keywords. Like you said, this tends to start with a higher CPA but optimization usually occurs pretty quickly and clients see results within a month.

    That being said, how would you go about using match type strategy when you have a list of well performing broad keywords? Do you just add phrase and exact to the adgroup? Thanks!

    Dominic
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  • Profile picture of the author celente
    I like to use EXACT, and nail that down, for more campaigns I know do well.

    Or you can start off with BROAD, which is expensive, but TRACK, TRACK, TRACK..... and get rid of keywords, that milk your money, and do it fast.

    Initially I like to start off spending about 2 x the payout on a sales or affiliate commision.

    Then keep tracking and keep editing, tweaking.

    When you have about 3-4 campaigns bringing in $100 a day, then you go to the beach. :-) lol
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  • Profile picture of the author dragonsfire1981
    On Adwords start with Phrase or Exact.

    On Bing you can do all three, but set Broad to modified Broad Match like this

    +Fat +Loss +Product

    With a space between the +

    Modified Broad Match on Bing actually converts better than Phrase and Exact in many cases, there is are several articles somewhere on the web that explain this.

    You also have to go into the search term function to filter out which terms are triggering our reports so you can add negative keywords to terms that are irrelevant.
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    • Profile picture of the author taguinod
      Originally Posted by dragonsfire1981 View Post

      On Adwords start with Phrase or Exact.

      On Bing you can do all three, but set Broad to modified Broad Match like this

      +Fat +Loss +Product

      With a space between the +

      Modified Broad Match on Bing actually converts better than Phrase and Exact in many cases, there is are several articles somewhere on the web that explain this.

      You also have to go into the search term function to filter out which terms are triggering our reports so you can add negative keywords to terms that are irrelevant.
      Thanks for the response! I'm definitely going to start playing with the broad match modifier.
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    • Profile picture of the author celente
      Originally Posted by dragonsfire1981 View Post

      On Adwords start with Phrase or Exact.

      On Bing you can do all three, but set Broad to modified Broad Match like this

      +Fat +Loss +Product

      With a space between the +

      Modified Broad Match on Bing actually converts better than Phrase and Exact in many cases, there is are several articles somewhere on the web that explain this.

      You also have to go into the search term function to filter out which terms are triggering our reports so you can add negative keywords to terms that are irrelevant.
      I have tried this, with some success, but then turned away from it.

      Thanks for the heads up, I think this is a great idea, and can see why it would work stupendously well in some niches!

      +1
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