Bing PPC - Broad, Phrase, or Exact

7 replies
  • PPC/SEM
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Hey everyone

When it comes to PPC on Bing - When do you use broad, phrase or exact

Also, is there a time when you should change the match type? if so why?


I have been doing PPC for little over a month now and I have participated in multiple trainings. Still shaky on PPC but getting the hang of it.
#bing #broad #exact #phrase #ppc
  • Profile picture of the author dburk
    Hi Kevin,

    Welcome to the forum.

    As you are beginning to realize there is a lot more to learn about PPC than one can typically learn in a few weeks or a few months.

    What keyword match types that you use are an import consideration and will vary somewhat based on the strategy that you select for your targeting and account structure. Whatever strategy you select it should reflect your primary goal, so no one answer fits all situations, I will, however, offer you some general advice.

    Typically, you will want to use exact match as your primary keyword targeting method as it provides the most precision and control over your targeted search terms. You can use phrase match to pickup the unknown and unexpected terms, and broad match to discover and expand into related (often irrelevant) search terms.

    To recap:
    • Exact match: Precise targeting (primary)
    • Phrase match: Targets less predictable longtail phrases. (secondary)
    • Broad match: Use to discover related terms (exploratory)

    One note of caution, be very careful whenever using Broad match terms as the majority of your ad spend is likely to go toward irrelevant search terms. Monitor your Search terms report and aggressively apply negative keywords to prevent irrelevant search terms from burning a hole in your ad spend budget. Also, consider using modified broad match, instead of standard broad match, for slightly more precise version of the Broad match type.

    HTH,

    Don Burk
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    • Profile picture of the author Kevin Lopez
      Thanks Don! Very helpful information, Whats crazy is that I have taken multiple trainings for PPC and none of them mention anything about changing the match type. They all kept the match type on broad and they all added 500 or more keywords all being broad.
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      • Profile picture of the author dburk
        Originally Posted by Kevin Lopez View Post

        Thanks Don! Very helpful information, Whats crazy is that I have taken multiple trainings for PPC and none of them mention anything about changing the match type. They all kept the match type on broad and they all added 500 or more keywords all being broad.
        Yes, crazy that people with barely any knowledge are now training other people, and training them to do almost everything wrong.

        The only good that can come from that is that it keeps a lot of new competition from ever successfully competing with the pros.
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      • Profile picture of the author shaunybb
        Originally Posted by Kevin Lopez View Post

        Thanks Don! Very helpful information, Whats crazy is that I have taken multiple trainings for PPC and none of them mention anything about changing the match type. They all kept the match type on broad and they all added 500 or more keywords all being broad.


        This is wrong geez some people!


        The keyword need to be relevant and in smaller ad groups for better CTR


        Match type needs to be tested! For the lowest CPC and highest CTR!
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  • Profile picture of the author shaunybb
    Hey there


    Dburk has an excellent answer for you!


    I just want to add, that the different match types will obviously cost you very different degrees of money!


    Broad uses a lot of money, but if your ROI is positive you can make this work!!


    However, some people funnel is weak and broad costs them hundreds of lost money a day!
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  • Profile picture of the author Paul Lid
    As the others guys have said, be wary of pure broads, however, they CAN be very good. They CAN convert well, and at a low cost and also bring in other keywords in your "search terms"
    If I where you I'd use all three types of
    Exact, Phrased and Modified Broad, and then look in your search terms after a period of time to find more keywords.
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  • Profile picture of the author fasteasysuccess
    Really, you should use exact if on a budget and really should start there to begin anyways. Plus, use smaller groups of keywords. Then can use modified broad on variations of keywords that are converting from there.

    The key is to not have as many keywords as possible in your campaign (like a lot of people suggest and are wrong), the key is to have a tight campaign with the keywords that not only get clicks, but most importantly are converting. Start with smaller groups and expand. This will save your budget and a lot of time.
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