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Are you still using match-type split ad groups?
I am still using them, but would like to know your thoughts if any had tryed combining different match type under the same ad group and what impact it had on your results.
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3 Replies
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Unless you have a specific reason to do so (manage different bids, use different ad copy, audiences, ad schedules etc.), I don’t see anything that justifies splitting match types. The split itself won’t enhance your performance and might even lead to worse-performing campaigns because you’re segmenting the data that the algorithm needs to optimize ad delivery.
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Stopped using them since last month, pretty much start with phrase and negatives and expand from that point.
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I haven’t in over a decade now. If a targeted KW is too broad, then I knock it down to phrase match. If phrase is too broad, then exact. If that particular KW doesn’t have any volume, or is still too broad to convert at an acceptable CPA, then I pause that KW.
