Keyword Matching
Today's two part question was received via e-mail from Cara. Cara asks:
"Have you found that it makes any difference to exact match keywords that are
only one word, for example [dog]? Does this actually achieve better results
than dog or "dog" or is exact match only effective for keyword phrases?
Another thing I was wondering about is the Budget Optimizer offered by
AdWords. Would you say it is worth activating?"
In response to the first part of your question, yes, I have found that it makes a difference. While it does make a difference, I have not seen a definitive pattern that leads me to believe their is a "best practice" to use when picking keyword matching options for single words. My "best practice" is to usually start with all 3 keyword matching options and separate them by ad group. After X number of clicks I usually have a very good read on what matching option is converting the best for that particular word. Sometimes exact match is the clear winner...while other times it's phrase or broad.
I do suggest that if you're using broad or phrase match for single keywords that you invest the time in building a complete and thorough negative keyword list. Using the right negative keywords can make a HUGE difference in the success of a campaign.
In terms of the Budget Optimizer, I'm not much of a fan. Maybe I'm just a control freak but I suppose that's a label I would wear with pride in this case. I do some "traffic is all that counts" campaigns but the majority of my work is focused on conversions. Google has the following to say about use of the Budget Optimizer in relation to conversions:
"Please note that we don't recommend the Budget Optimizer for advertisers focused on measuring conversions or values of ad clicks."
When given the choice I always opt for more control. Yea, more control can sometimes equal more work but when a client's money is at stake I want to do everything within my power to maximize the effectiveness of their campaign(s).
If anyone who uses the budget optimizer on a regular basis would like to offer a differing point of view I'd love to hear it.
comments: 4 so far
posted by: Jeremy Mayes
permanent link: Keyword Matching
4 Comments:
hey jeremy,
at one point in time we had our analysts managing 60-70 'local' ppc advertisers at a time. short of automating everything with a custom bid management system, it was difficult to provide qualitative service to all the campaigns. so, i started testing the effectiveness of the bid optimizer for just this purpose.
to make a long story short, it can't do it. even giving the algorithm the benefit of a long period of time to gather data to make intelligent decisions, every time i looked at the accounts i cringed. shortly thereafter i abandoned the idea.
i've tested several bid management solutions since then and have yet to find one that does an acceptable job. bottom line, i think there's too much qualitative decision making involved in this business to leave it up to an algorithm.
especially if you're a business owner managing only one adwords campaign, it's well worth it to self manage the bidding.
"i think there's too much qualitative decision making involved in this business to leave it up to an algorithm"
Jeff, I fully agree with that comment. I've worked with people/companies who have autmated things to a point where they don't work any longer. Yea, this is marketing and at the end of the day it's about the numbers...but taking all of the people out of the chain is a bad idea. I know based on how I manage things automation can help...but would never be comfortable just setting up some parameters and walking away from the account.
The person at the wheel can make or break a PPC campaign.
That is a very good idea about using all 3 different types of matching for the same keywords. Is there really much advantage to having them all in separate ad groups?
Also - any tips on how to build a good negative keyword list (apart form paying epiar thousands of dollars) ?
Thanks!
"That is a very good idea about using all 3 different types of matching for the same keywords. Is there really much advantage to having them all in separate ad groups?"
I think so. To me, the biggest advantage is being able to better target the ad(s). I don't know about you but I use a different style when writing ads for broad match than I do for exact match.
"Also - any tips on how to build a good negative keyword list (apart form paying epiar thousands of dollars) ?
I actually touched on a process I have used in a post about expanded broad match. Here's the relevant text:
1. Add keyword(s).
2. Use the AdWords keyword tool to come up with a list of negative matched key words.
3. Run those potential negative keywords through all keyword tools at my disposal to check for other potential keyword variations I would like to block.
4. Where applicable, check server logs for additional potential negative matches.
5. Launch campaign and based on the potential volume (high volume = quicker audit) schedule an account audit.
6. During the audit rerun the AdWords keyword tool to see if any new potential variations have shown up. Then on to the server logs and other keyword tools to look for more potential negatives. Now that the search query report is available I'll usually run one of those too just to be on the safe side.
Finally I pull out any high performing (i.e. converting) keywords and add them to a different campaign as exact or phrase match depending on the circumstances. Then I go back into the broad matched campaign and add those words/phrases as negatives so I'm not competing with myself in my own account. I repeat this process frequently as dictated by overall campaign volume. Of course this process will vary depending on the circumstance but generally speaking it's the process I follow.
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