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Exact match and phrase in the same ad group?
What are your thoughts on ad groups that are already targeting both exact and phrase variations? My general rule of thumb is to be careful with major overhauls, but with a ton of accounts, there’s so much exact/phrase data. Would you pause the dupes and segment them into different ad groups even though it would be a major disruption of the account? I’m open to any and all suggestions, I normally segment if the budget and clients’ wants are there, otherwise, I just remove the dupes. Thank you
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1 Reply
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Consolidate into exact and broad parity; but don’t pause anything. You’re stressing over an artificial structure you don’t want to disrupt of the way “you want it to be” – follow the performance.
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There is no reason to have the same keyword in exact match and phrase match in the same ad group. You can pause the exact match version to cut down on unnecessary segmentation and get consolidated reporting for the keyword’s true performance. To prove my point, look at the search terms for the phrase match keyword and you will find the exact query matching to it already.
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Having both exact and phrase match in the same ad group only makes sense if you’re using manual CPC and have staggered the bids. The exact keyword should have a higher bid than the phrase match keyword.
This strategy still works well to start up accounts with small budgets, but once you have enough conversions to move to automated bidding you can just use phrase match.
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IMO best practice now for an ad group is: one broad and 5-10 exact
No phrase, it’s being phased out anyways
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