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Is this a best practice anymore?
Back when I was at an agency, i was always taught to have a broad, exact, and phrase version of every keyword.
Find out what works for that particular ad group, add negatives, pause what isn't working, etc.
I did this recently on one a smart campaign I'm working on 😒 because the client hasn't signed off on a manual CPC campaign yet
I set this keyword list in tandem with some new ad groups and ads in an existing campaign.
Results are pretty wild as of 2 weeks. Way better CPC, higher CTR and a much bigger search and impression share… but huge spikes in spending and a higher CPA. Particularly from New ad groups.
The other keyword lists and ad groups in this campaign weren't optimized as well. Low ad strengths and only broad keywords. (Vs my excellent ads and in-depth keyword lists)
Trying to justify my work, but wondering if this is just Google testing things as it's only been a few weeks.
But my questions are: should I optimize the rest of their campaign so we have similar ad strengths and keyword types?
Does this keyword listing strategy not work anymore?
Thanks for any feedback!! You ads gurus rule
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1 Reply
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If you have broadmatch, you can chech how the other matchtypes are behaving by adding the segmentation of matchtype at the keyword level.
Also, dont think this approach is super useful anymore since broad will overspend 9 out of 10 times when its together with phrase/exact ad groups
Nowadays I believe Exact works better in most cases. Phrase is a broadmatch without the pros that the actual Broadmatch has and Broad can work when you have tons of conversion data in the account.
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