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Using Phrase Match and Exact Match on the same keyword?
Hi guys
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Exact match is cheaper per click right?
So if I’m targetting “car detailing”, should I put this same keyword for phrase match and exact match?
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Phrase match for sure as to not limit impressions.
Exact match not sure if it will cannibalize phrase match.
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4 Replies
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In my experience, exact match is more expensive per click because it usually indicates better user intent. This may be different in different vertical(s) but I definitely wouldn’t assume that exact is cheaper.
Not sure what you mean by cannibalize, but your Exact ad group will show (instead of your Phrase ad) if the CPC is higher for exact. If your Exact bid is lower than phrase, your Exact ad probably just won’t get any impressions. If Exact traffic is less desirable than Phrase, you should keep the exact bid low and add Negative Exact keyword(s) to the Phrase ad group…Or just do that anyway if you’re concerned about the ad groups overlapping.
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It really depends on the competition. There are some cases when Exact Match is more expensive but more cases when it is cheaper. Exact match gives you the best quality score since you are literally bidding on that exact query.
I would always recommend bidding on both since quality score will be highest with exact, and you can get in front of any relevant search query with phrase or modified broad.
Also, I have tested and seen great results with bidding on straight broad keywords and utilizing the Google algorithm to optimize for a certain Target CPA. Defiently worth testing if you have enough conversion data in your account.
It really comes to what keyword is providing the most value. I don’t usually care if a keyword has a super high CPC but also leads to efficient conversion volume.
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It’s ok to use both phrase match and exact match. Both might yield different results.
Look at the data (without drowning yourself) and see which one is performing better. I prefer conversions in the end.
Phrase match is a good way to discover new keywords. You can discover a search term like ‘car detailing los angeles’ (for example). Then you discover this keyword has high enough search volume. You now create a new adgroup with [car detailing los angeles] as keyword targeting.
This is one of the methods I use.
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What are the actual SQ’s that are triggering impressions?
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