If we already have phrase match keywords, why use exact?

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Hi PPC experts,

Let's say we have a phrase match "blue widget". That means that when someone types in "blue widget", our ad will show up. So why would/should we use the exact match [blue widget], if the phrase already does what the exact can do? Isn't the exact match redundant then?

I'm asking this because I know people use exact match keywords in *addition* to their phrase match ones, so I am curious as to why it's done.

Thanks!
#search engine optimization #exact #keywords #match #phrase
  • Probably the best example I could give you is if you are selling "blue widgets".

    Google: free blue widgets

    Phrase Match - your ad would be shown when it is not relevant to the search and a click would not result in a conversion as someone looking for a freebie isn't ready to spend some money.

    Exact Match - not shown. CTR not damaged. QS remains intact.

    You could spend time making a negative list but this still might not be accurate.
    • [1] reply
    • To answer your question on the above is to cut cost, and to increase your quality score.

      If you have an exact match keyword, and its click by some searchers, you will realized that the amount you are paying is lower than a phrase match.

      You can check on your Adwords account, see if your average phrase match keywords CPC is higher than your exact match keywords CPC.

      This is usually true as Google rewards you for being relevant to the searchers, you and to Google.

      And this is a good thing, when you have good CTR, Google will reward you with good quality score as well.
      • [1] reply
  • What about Global vs. Local Searches. What is the difference? And if a term has say 5000 global searches but hardly any local would you use it?
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