Phrase Match Exact Match or Both?

[grobinso]

Hi all, just wondered what your opinions were on using both phrase and exact match in a campaign?

I have heard people say use both but just noticed on a new campaign i recently set up that when i hover over an exact match word with the little spyglass tool it says something like:

This keyword does not trigger your ads but another keyword does" and it highlights the phrase match word

If thats the case then whats the point of using both ?

Cheers
Graham

[zaggernaut]

Hi all, just wondered what your opinions were on using both phrase and exact match in a campaign? I have heard people say use both but just noticed on a new campaign i recently set up that when i hover over an exact match word with the little spyglass tool it says something like: This keyword does not trigger your ads but another keyword does" and it highlights the phrase match word If thats the case then whats the point of using both ?

Well, its not rocket science, but on a general scale expert marketers use a lot of phrase matches, few selected exact matches and very few broad match keywords.

lemme try an example:
If I have a product called 'health and safety for cleaners dvd', I would ideally use:

"health and safety for cleaners"
"health and safety"
"safety for cleaners"
"training for cleaners"
[health and safety for cleaners dvd]
[health & safety for cleaners dvd]


The exact matching should mention the exact product name, or, something definitive so that if a searcher types it in your ad should DEFINITELY show up. I wouldn't want someone else to show higher than me for a search on my product name.

Phrasing is tricky. "safety for cleaners"/"training for cleaners", work because it can be used with-
'health and 'safety for cleaners'
'safety for cleaners' training'
'health and safety 'training for cleaners'
how to do inhouse 'training for cleaners'.

So you gotta spend some time on keywords. Every keyword that you pitch in would cost you money so you better make sure you get the right mix in your Adwords ad groups.

Hersh

[aaclapham]

If you only have a small budget I would just do exact match, as you will get less clicks but hopefully more targetted.

[zaggernaut]

If you only have a small budget I would just do exact match, as you will get less clicks but hopefully more targetted

I wish I knew all the possible exact matches a potential customer would use to search us.

With limited budget its even more important to try what works best for you, obviously without going mad with it!