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What are the advantages for using exact and phrase match in one ad group?
For example:
Ad group 1: “buy shoes” and [buy shoes]
Is it to capture more volume? Would one match type cannibalize the budget? Should one match type have a lower bid than the other?
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5 Replies
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i always keep my match types in separate campaigns/adgroups, specifically because of budget and quality reasons. phase match would cannibalize most of the budget so if you do decide to use this strategy then i would make sure that your cpc is low for phrase match & higher for exact match
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If you’re using manual cpc it can help to use higher bids for exact, lower for phrase, but realistically you’re getting such a big across the board penalty for using manual cpc vs an automated strategy that you’ll need to be perfect to catch up.
I used to use that type of strategy exclusively and it can still have upside for small accounts, but large accounts seem to be performing significantly better so automation at this point.
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If you’re using automation, you’ll theoretically improve performance a bit by having other match types and permutations of the keyword in the same ad group.
Reason being, each keyword is its own entity/data point with unique quality scores for each search – so in certain cases the exact match or long tail permutation will get you a better deal than if you had matched to that same query using a broader keyword or match type.
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I have never, and will never, segment my campaigns or ad groups by match type. Google makes too much changes to keyword match types, I’ve relied on grouping keywords with the same intent into the same ad groups.
I would group *”buy shoes”* and *[buy shoes]* in the same ad group as *”shoes for sale”*, and if the client only does ecommerce, I may also use *”buy shoes online”* in the same ad group, but those keywords should be separated from other keywords like *[buy mens shoes]* or *”womens shoes size 6″*., because those are more-specific searches with a different intent.
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Thank you all for your input!
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