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Phrase match and Exact match

by newhere2
1 replies
  • PPC/SEM
    • |
When building an ad group I find myself 99% of the time adding a Phrase match to each Exact match keyword that I write.
For example: [smartphone repair in london] why shouldnt I add also "smartphone repair in london"
Should I bid those Phrase match lower than the Exact match corresponding? Am I doing something wrong that I have almost all the time both Exact match and Phrase match for the same keywords?
#exact #match #phrase
  • Profile picture of the author dburk
    Hi newhere2,

    Yes, you can include the exact match and phrase match versions of the same keyword in the same ad group.

    The is only one reason you would need both match type versions within the same ad group and that is to use different bids for each keyword match type. It only makes sense to include both in the same ad group if you intend to bid higher for the exact match search terms. Otherwise, the phrase match version of the keyword will trigger ads impressions for all the exact match search terms.

    If you want to manage match types separately you can create separate ad groups for each match type, just be sure to include negative exact match keywords within phrase match ad groups to prevent the phrase match keywords from competing with your exact match keywords in the ad auction.
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