Comments on: The Match Type Separation Rap

By: Match Types – seperate exact match – phrase match and negative keyword the other in seperate adgroups « ROI Blog

Wed, 22 Jul 2009 23:20:35 +0000

[...] The Match Type Separation Rap | The ClickEquations Blog [...]

By: Colbs

Colbs — Thu, 12 Mar 2009 21:14:22 +0000

I agree on separating match types.

Recently I have re organize our ad words account with ad words editor and it seems much cleaner.

The most valuable tip you mentioned is Query to Keyword to Ad Group to Text Ad relevance. Because it is really all about Click through to conversion = more money.

Still new to ClickEquations and excited to get comfortable with it.

By: Colbs

Colbs — Thu, 12 Mar 2009 17:14:22 +0000

By: Monday February 2nd Roundup | Webbyn.com

Monday February 2nd Roundup | Webbyn.com — Tue, 03 Feb 2009 18:13:27 +0000

[...] old hat on our Monday roundup, ClickEquations discusses match type organization. They encourage the buying of the same keyword more than once, with different match types, and [...]

By: Craig Danuloff

Craig Danuloff — Wed, 28 Jan 2009 22:33:28 +0000

Jim: The tiered bids are/were only slightly to make 'the trap' work, because google will/should automatically always match exact before phrase before broad. They don't always but they've said this is how it works. (this is one of the points in the original post I haev to go back and clarify). The tiered bids should be driven by the ROI differences – the exact should justify higher bids than phrase and so on. Having worked this way with separate groups for a long time, it's not an issue I've found, and some may be due to ClickEquations but I've worked it a lot in Adwords Editor too. Having said that, a meta-roll up for different ad-groups so it's really easy to visually recombine them for reports is on our product roadmap. Thanks for your comment!

By: Jim Hathaway

Jim Hathaway — Wed, 28 Jan 2009 22:16:06 +0000

Craig, I like this approach but a couple things come to mind. First, if you're attempting to use "tiered" bid prices as part of a keyword trap, having 2-3 match types in the same ad group makes it easier to see that bid hierarchy at a glance. By separating them into separate ad groups it gets more difficult to keep an eye on those match type bids relative to each other.

I should note that this is partly a tool issue, if you're limited to Adwords Editor. Maybe this is moot in ClickEquations. With AE you just have to do a little extra work in the way you organize, filter and sort the data to be able to see match type comparisons across multiple ad groups.

This is all based on the assumption that one would want to at least attempt to use tiered bids to help shape the keyword trap. Maybe though, if the ultimate goal is to normalize each match type, maybe it doesn't matter so much if that bid "hierarchy" starts to fall by the wayside in favor of individual match type performance. As you noted earlier, match type by itself "should" work anyway, with some exceptions.

Some of this is purely academic as I'm still in the early stages of testing some of these ideas. It does make sense though that if QS is so important, and CTR a big factor in QS, splitting match types into separate ad groups may be worth the gains. Huge pain in the butt though!