Looking For Advice: Google Search Ads – Keyword Strategy

Forum White Hat SEO PPC Looking For Advice: Google Search Ads – Keyword Strategy

  • This topic has 4 replies, 1 voice, and was last updated 3 weeks, 2 days ago by BeamCityOnRedit.
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  • #20145

    Hi Guys,

    I have created a Google Search Ad Campaign with the following Strategy:

    * My Ad Group has only 12-15 important keywords with Match Type = Phrase Match
    * I have created a very extensive list of Negative Keywords

    I want to know if:

    1. Is this a good approach?
    2. Will Not having exact Match Type Keywords adversely impact the campaign performance?


    Please Help! TIA


    Add a few broad, pull a few phrase, add a few exact, change to target impression share. Take home the gold.


    Personally I wouldn’t start with a huge list of negative keywords. Generally I like to build negative KW based off of the search terms that show up after some time of the ads running. Make decisions based off of data not assumptions


    Your strategy depends on whether or not the “12-15 important keywords” are related or not. Are they similar intent? Are they short-tail keywords, long-tail keywords, or a mix of both? If you’re grouping too many unlike keywords into one ad group just because they’re all “important”, you will likely not see the results you’re hoping for.

    Phrase match keywords will still match to search terms that would’ve matched to exact match keywords. Once you start getting traffic, review your search terms report and take note of how search terms are matching to your keywords. If the search terms are frequently matching via exact match, then maybe you should add some additional keywords on exact match, as well.

    Group your keywords by similar intent, even if that means those 12-15 keywords are now divided into 3 different ad groups of 4-5 keywords each.


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