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Match Types & AdGroups

by rogercbryan
6 replies
  • SEO
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So I was having a discussion with a PPC firm I'm testing - They decided to use exact, phrase, and broad for the same keyword inside a single adgroup. Shouldn't they build a specific adgroup for each match type?

group 1 - exact
group 2 - phrase
group 3 - broad (if I should even use broad)

What is the right way to do this?
#adgroups #match #types
  • Profile picture of the author tryinhere
    Originally Posted by rogercbryan View Post

    So I was having a discussion with a PPC firm I'm testing - They decided to use exact, phrase, and broad for the same keyword inside a single adgroup. Shouldn't they build a specific adgroup for each match type?

    group 1 - exact
    group 2 - phrase
    group 3 - broad (if I should even use broad)

    What is the right way to do this?
    It would be wrong of anyone to tell another to say what was wrong or right based on such little info, so your best bet is to raise your concerns with your PPC company who will more than likely explain what they have done.

    As for separate ad groups for the same keys / different match types, I would say probably not and as for all 3 that really is a choice made by the guys to run with that start up and they may and probably will adjust, remove and edit as some data starts to come into the system.

    Again if doubts just ask them why they are doing something a certain way and at the end of the day if your not happy find a PPC company that works the way you want things done, but more often than not just let these guys do what your paying them to do and then have a look back in a few months then call it from there.
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  • Profile picture of the author rogercbryan
    I asked them why they would do that and they said it was 'best practices' and had no other info to support that. I've always managed my own PPC Accounts but I have to many of them to keep up with now. I don't know if I should just let them be for 30-60 days to see how they do?? This is a big product launch and they are generating very little traffic... just frustrating.

    I would typically create an adgroup for phrase and exact and then see which performs better. Every niche is different as some are more prone to exact match. I just don't see how putting three different match types for the same word in the same adgroup can lead to accurate data.
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  • Profile picture of the author Lucid
    There is really no right or wrong way. Myself, I create groups with all three match types in the same group. I don't see the benefits of having one group for each type. It happens that I split off keywords of one match type into their own groups, but that is extremely rare.

    The answer of "best practices" is likely a way of saying the same I did, there's no practical reason or benefits to do it, at least not at this stage. Don't forget also that more groups are harder to manage than a smaller number. If you pay by the hour, that could be an issue for you.

    Ask them about the broad match keywords, why they use it, how and if they know about the modified broad match in Adwords.
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  • Profile picture of the author danblinman
    The important thing to remember here is that you want a high relevancy between your keywords and ads; within the ad group.

    Reason- High Relevancy = High Click Through Rate = High Quality Score = Cheaper Clicks.

    We can't really answer your question without more information. I personally never use broad keywords, i use an alternative to this which is modified broad. Modified broad provides you with more closely related search terms than broad. To create these keywords you simply add a + at the start of your keywords; so it would like like this: +Keyword +Keyword.

    To be honest with you, if the person you spoke with only told you that it was best practice to add broad, phrase and exact with no further information; then i wouldn't trust them. Did they not provide you with any more information as to why it was best practice?

    In answer to your question, no it is not important to add a specific ad group for each keyword type. As long as your ads are relevant to your keywords, you will have good results.
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  • Profile picture of the author Rafay Zafar
    tell them to use modified broad instead of broad and that should ease your concerns about relevancy.
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    White-label PPC Management for Google Adwords and Bing Ads
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    • Profile picture of the author rogercbryan
      Thanks for the responses. I'm going to keep an eye on the campaign to see how things go. It's hard to let someone else manage one of my campaigns.
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