Bidding According to Match Type

Bidding According to Match TypeFrom the Market Motive Forum: I recently received the following fantastic question regarding bidding according to match type from a Market Motive student.

“I’ve seen people who split their ad groups into the three match types like this:

  1. Exact
  2. Phrase
  3. Broad

I understand that by taking keywords that perform well and moving them up, then adding them as negative keywords for the previous group, we can ensure that they show for the exact match and not the broad match.

Can we simply not leave the different match types in the same group ‘Marketing Training’ and adjust the bids so that the bid amount for exact match > phrase match > broad match?

I’d like to split my campaigns by intent/buying cycle because they should be judged by different metrics and then have the ad groups as categories like this:

Campaign: Awareness & Interest
Ad groups: damp house, damp walls, rising damp

Campaign: Learn
Ad groups: rising damp treatment, rising damp products

So is it necessary to create a broad, phrase, and an exact for each ad group?”

This is a really great question, so let’s break it down.

There’s no “right or wrong” way to organize match types. The difference is time vs. control vs. possibilities.

For instance, a common organization is to do match types by ad group, but also to do them by campaign so you have an exact match, phrase match, and broad match campaign. The advantage is that your exact match is going to produce the highest converting keywords and thus you can ensure that you can spend as much as your budget on these words as possible and then less budget on words that don’t convert as well.

The disadvantage is that you now have 3x the campaigns to manage (and in many cases only 2x as the phrase is often skipped with modified broad match) and you have to add exact match negatives to the phrase match campaign and phrase match negatives to the modified broad match campaign.

Advantage: Highest budget spent on top words.
Disadvantage: More ad groups to manage and more time spent on managing negative keywords.

You can do match types within an ad group. You can control the CPC by match types so the “correct” word shows as necessary.

Advantage: Less management and smaller account size.
Disadvantage: Your top words might not show all the time as lower converting words are using their budget (assuming you don’t have the budget to show 100% of the time), and you must make sure that your CPCs are highest for exact and lower for broad keywords.

So if you are spending a lot of time and money on AdWords and trying to eek out all the performance, match types by campaigns is the overall best. If you’re strapped for time or spending a small amount on AdWords (where your time is better spent calling back customers or some other activity), then using match types within an ad group is best.

You should think about this in advantage/disadvantage instead of best and worst to see what fits your overall needs the best.

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