Strike The Right Match Type: Part 2

In Part 1 of this blog, we spoke about common mistakes made by PPC marketers when using match types in their search campaigns.   It is easy to highlight areas where campaigns are falling down, but we wouldn’t be doing our job if we didn’t highlight some practical ways to redress the match type balance.

The example below shows some of the keywords which Google deems to be related to the term iphone.  Would an advertiser selling iPhones want to bid on steve jobs or should they, in fact, exclude this term altogether?

 
The Google AdWords Keyword Tool and the Wonder Wheel give a great insight into how Google’s matching algorithms work.  Insights aside, for practical implementation purposes, there is no substitute for a search query report (SQR).  

Here are practical steps you can take to ensure that you’re making best use of match types in your campaigns:

1. Run SQRs on a regular basis (weekly for high volume generics)

• This is the most valuable insight you have into your audience’s interaction with your search campaigns
• SQRs will help you to build highly targeted campaigns which give you every chance of maximizing your potential to convert
• If there is sufficient volume available for a search query which has been matched to your keyword, then consider adding it into your account on all three match types
• Exclude search terms which are irrelevant to your account/a particular campaign

2. Don’t be tempted to bloat your account by triple matching all terms

• As a rule of thumb, consider how many words make up the keyword.  If there are more than three, there is no need to add exact/phrase match versions to begin with.  
• Use your common sense to inform what does/doesn’t need to be triple matched; cheap flights is a high volume generic which needs to be on all match types, but find a three star hotel in Paris probably only needs to go on broad match in the beginning

3. Don’t assume that Google will always match the search query to the exact match keyword, just because you have that version of a keyword in your account

• SQRs will give you an insight into where the ad rank of your exact match terms is being trumped by that of their phrase or broad match counterparts
• You may have to add negatives just to ensure that the traffic is channeled in the way you want it to be

4. Ensure that your ad groups are tightly themed

• Also ensure the keywords are clustered according to the message you want to serve to the user.  This will mean that, when your exact match terms are triggered, the ad returned speaks to the user’s intent.

As ever, we’re interested in hearing your thoughts on this and all other performance marketing topics!

Charli Rogers, UK Client Services Director

Comments

[Acai Optimum]

thanks so much for yet another great post... always educative... keep it up anyways

[Chad Summerhill]

When and under what conditions do you make a 3+ term an exact match? Based on volume? Or do you just continue to refine you negative keywords?