Comments on: Secret Truth Series #8 – Don’t Overuse Broad Match

By: Secret Truth Series #18: Effective Text Ad Testing | The ClickEquations Blog

Tue, 15 Jun 2010 07:31:32 +0000

[...] worry about text ad testing, make sure you’ve read and implemented Secret Truths #1 – #8. When the vast majority of the queries coming into an ad group are similar, you’re read to [...]

By: Secret Truth Series #17: Lament Of The Text Ad Copywriter | The ClickEquations Blog

Thu, 03 Jun 2010 11:17:18 +0000

[...] is true because the complexities of keyword selection, campaign organization, match types, quality score, bidding, and just about everything else we’ve discussed thus far consumes too [...]

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By: Craig Danuloff

Craig Danuloff — Sun, 21 Mar 2010 07:35:28 +0000

Agreed Jason – As the post hopefully makes clear, I'm advocating reducing broad match as/after you grab all those long tail queries and promote them. To the degree there are just too many to grab, or their is a never ending supply of new ones, then broad match should remain, with appropriate support (negs and other exact/phrase matches) in place. Basically, I'm for any thoughtful use of broad match, and trying to help reduce the set-and-forget variety. Thanks for your thoughts.

By: Craig Danuloff

Craig Danuloff — Sun, 21 Mar 2010 07:35:28 +0000

By: Jason Prance

Jason Prance — Sun, 21 Mar 2010 07:32:11 +0000

Very good post. I would just add one more thing about broad match types. Depending on the business, you may have a long tail to manage and you may find out that your current revenue is based on the long tail that comes from your current paid search advertising. If so, cutting out broad match keyword match types could cut off your tail. I've seen this happen first-hand in multiple situations. While it's good to consistently check user search query reports weekly or monthly to add new phrase and exact positives and negatives, it's also important to keep broad open to discover new opportunities in the tail.

By: Jason Prance

Jason Prance — Sun, 21 Mar 2010 07:32:11 +0000

By: Craig Danuloff

Craig Danuloff — Sat, 20 Mar 2010 19:52:45 +0000

Yes it's amazing how large the impact of using the options to their fullest . See you at SES.

By: chadsummehill

chadsummehill — Sat, 20 Mar 2010 07:35:45 +0000

At the beginning of 2008 I inherited an old, poorly organized AdWords account, and one of the first things I did was break adgroups out by match type. At the time I didn't understand the full implications of this structural change--I was operating more on instinct than experience. Wish I had found your blog sooner.

This structural change, what I was calling 'forced match type targeting' back then, laid the foundation for real growth that year. This optimization technique along with cleaning up our negative keywords resulted in almost 80% more leads in 2008 over 2007. All of the sudden we could spend more money and drive more business. If you get this right, everything works better from bid management to landing page testing.

I appreciate you giving so much attention to this under-appreciated optimization technique. Look forward to hearing you speak next week at SES NY.