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Broad Match vs. Exact Match

by brainerd
5 replies
  • SEO
    • |
Hello,

I'm setting up a PPC campaign for a real estate site and was wondering what would be the best way to set it up.

here is the site(brainerdlistings(dot)com), we are going to make targeted ads which will match the 'City name' + 'keyword' (real estate, homes, MLS, properties, etc.) match up with the city specific URL. I know I can set it up fairly easy with exact match but would like to make sure the ad appears on every local keyword.

Any advice would be appreciated!

You always see a basic walk-thru with Adwords, never local search, or brand visibility walk-thru's. I'm going to be targeting a very specific region (Zip code). There are MANY keywords, each with a small search volume.
#broad #exact #match
  • Profile picture of the author mlord10
    I am by no means an adwords expert, my thing is more with SEO and article marketing. However, I would say that in order to be as targeted as possible you would want to focus on exact match. It just seems to make more sense to have several keyword with exact matches that you are focusing on.

    I am sure some people can chime in here that know more about PPC than I do however.
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  • Profile picture of the author Lucid
    Stay away from broad match keywords in PPC, especially short ones. You want your ads to fire most on phrase and exact matches.
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  • Profile picture of the author InternetMarketingIQ
    Broad match is used primarily by those branding.

    Why would you want to pay for traffic that may not be targeted to your offer?
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  • Profile picture of the author brainerd
    Well in real estate you can't get hyper focused on conversions because it's a process really making a sale. Impressions are very important too. I would like to have healthy balance between Ads being towards the top and running all the time.

    Visibility..it is basically free for the 3,000+ impressions and it's on keywords that are so competitive in ORGANIC that it's worth it just being visible.

    We use the real estate group's name in the ad.. nice and visible.

    InternetMarketingIQ: Was thinking I set the broad match with negatives and hone in on the whole slew of the local real estate keywords people might type in.

    Thanks for all the responses! It's great to hear other viewpoints on this topic. You don't see much about Real Estate PPC around the web.
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    • Profile picture of the author dburk
      Originally Posted by brainerd View Post

      Well in real estate you can't get hyper focused on conversions because it's a process really making a sale. Impressions are very important too. I would like to have healthy balance between Ads being towards the top and running all the time.

      Visibility..it is basically free for the 3,000+ impressions and it's on keywords that are so competitive in ORGANIC that it's worth it just being visible.

      We use the real estate group's name in the ad.. nice and visible.

      InternetMarketingIQ: Was thinking I set the broad match with negatives and hone in on the whole slew of the local real estate keywords people might type in.

      Thanks for all the responses! It's great to hear other viewpoints on this topic. You don't see much about Real Estate PPC around the web.
      Hi brainerd,

      There was a time when you could get away with bidding on broad keywords, but since AdWords introduced Quality Scores into the mix you would be well advised to avoid broad match keywords everywhere except perhaps in the Content Network. Using broad match may get you a lot of impressions at first, but you will drive your quality scores down and end up pay a lot more for your clicks.

      Instead of using broad match keywords, do a little more thorough keyword research and keyword stemming to produce large numbers of distinct keywords and bid on exact and phrase match only to get the same number of impressions with a higher degree of relevancy. This will keep your Quality Scores higher and your CPC much lower. The higher your QS, the more impressions you can buy on the same budget.

      While branding is useful in a marketing campaign, you shouldn't ignore the opportunity to convert clicks into leads. A persuasive landing page can generate a mother-load of high value leads. In a business like Real Estate it's not about getting online sales, instead it's all about generating leads.
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