Need Expert Advise

[caugas]

Exact vs. Broad Match in Google Adwords: Can someone shed some light on the subject for me?

Keyword “Coveralls”

If I am bidding on the Keyword “Coveralls” in Google (Broad Match) does it make sense for me to create Exact Match ads for the variations of Coverall Keyword combinations?

For example: If I bid $1 for “Coveralls” –under the board match rule:
And my competetion bids .99 cents for the same exact keyword “Coveralls” (Broad Match), and the end user searches for the keyword “Coveralls” I fully understand where we fall into in regards to bid placement.

However, what if I am bidding on the term “Large Yellow Coveralls ” (Exact Match) and spending .10 cents for the bid and my competetor is bidding .99 cents fpr the word “Coveralls” (Broad Match) who ranks better? Who places higher if the prospect or end user types in LARGE YELLOW COVERALLS?

I would assume that the (Exact Match) that cost .10 cents would place higher- A. because the took the time to set up the ad for the EXACT MATCH, and B. because if this were not the case, everyone would be using the Broad Matches feature and (Exact Matches) would be useless. Am I assuming wrong?

Please help. Thank you

[AussieWebmaster]

Try reading this and then do a little search through this forum category... you should find all you need.

http://forums.searchenginewatch.com/showthread.php?t=10627

[caugas]

AussieWebmaster, I don't see a clear connection. Can you just provide me an apples to apples comp, or just fill in the blanks for me?
Thanks..

[AussieWebmaster]

Exact vs. Broad Match in Google Adwords: Can someone shed some light on the subject for me?

Keyword “Coveralls”

If I am bidding on the Keyword “Coveralls” in Google (Broad Match) does it make sense for me to create Exact Match ads for the variations of Coverall Keyword combinations?

For example: If I bid $1 for “Coveralls” –under the board match rule:
And my competetion bids .99 cents for the same exact keyword “Coveralls” (Broad Match), and the end user searches for the keyword “Coveralls” I fully understand where we fall into in regards to bid placement.

However, what if I am bidding on the term “Large Yellow Coveralls ” (Exact Match) and spending .10 cents for the bid and my competetor is bidding .99 cents fpr the word “Coveralls” (Broad Match) who ranks better? Who places higher if the prospect or end user types in LARGE YELLOW COVERALLS?

I would assume that the (Exact Match) that cost .10 cents would place higher- A. because the took the time to set up the ad for the EXACT MATCH, and B. because if this were not the case, everyone would be using the Broad Matches feature and (Exact Matches) would be useless. Am I assuming wrong?

Please help. Thank you

exact match can help but you need to have keyword insert and a tight ad that using the difference to advantage to get better CTR. Color differences really are not that big of an influencer but should help a little.

The placement of the ad is directly related to the income it brings to Google... so the higher bid generally wins....

You can go up in bid until you improve your position and the combination of placement and more relevant will raise your CTR which in turn will give you the ability to lower your CPC slowly and still hold the top spot.

[integramed]

Adwords ad ranking is a mystery, even to the experts. However, a good rule of thumb is that Google uses "yield rank" - which attempts to rank higher those ads that yield more revenue for Google. That means they look at your maxCPC, your CTR and your total daily budget. But, Google is not just interested in revenue, they are also very interested in relevence. And they do a great job here. So, they also look closely at your ad copy for relevence, to see if you're using your keywords in the ad headline and maybe in the body copy. Then, *perhaps* they even spider your landing page to see how closely it matches the promises you make in your ad. Get all these things right, and keep them right, and you'll rank high. BUT, having said all that, do you really want to rank high? Why? In my opinion you *must* paste Google tracking code into your site so you can measure conversions and the critical cost/conversion. Then, look at your business model and decide what cost/conversion makes sense for you - and then manage your ads to *that* parameter, independent of rank. So, before you get caught up in the mechanics of adwords, look closely at your business and setup your adwords environment for success with all measurement capabilities in place. Then, and only then, you can spend hours every day on adwords and optimize, optimize, optimize. Welcome to our world ;-)

[AussieWebmaster]

As was just mentioned - beyond the position you need to really make your decisions based on ROI - and that means not only keyword and match type but also the actual ads and landing pages.... there is a lot more to it than higher you get better you get.

[caugas]

Thanks for the comments: I truly understand the concept of yeild rank, and the extra's that go along with a good add, copy, landing page relevance...
However, back to the primary question at hand. If for example an end user bid's on

Search Term
YELLOW COVERALLS

Company (a) uses exact match for yellow coverall bid price .10 cents
vs.
Company (b) using broad match, keyword used (coveralls), bid price is .90

both for this example have similiar y-rankings... whose ad shows up first? is it company (a) who is bidding on the exact term (yellow coveralls)for .10 cents or company (b) who pays .90 cents bidding on keyword (coveralls)

Please let me know, this will help unfold my logic behind much of my strategies.

psd

[caugas]

This article touches upon the subject in regards to Ext vs. Brd matching when bidding on similiar keywords within your internal campaign: it mentions

When a visitor searches for ‘web marketing’ Adwords takes a look at your keyword choices and tries to find the most appropriate match for it. If you have the exact match for it [web marketing] Google will prioritize that choice and serve it before anything else, even if you have the broad match for it

But what about when an end users types in yellow coveralls
comp (a) is using exact bid, term yellow coveralls, pay's .10 cents
comp (b) is using broad bid, term coveralls pays .99 cents
both comp (a) and (b) have simliar rankings, promotions, ad copy, and landing page.

Who gets placed better Company (a) or company (b)?

source (http://www.articlesfactory.com/articles/webmasters/exploiting-broad-and-exact-match-to-improve-your-adwords-keyword-performance.html)

[integramed]

No firm answer. If the user searches on keyword: yellow coveralls then Google will tend to reward relevency, all other things being equal. Meaning company (a) will get a better rank, but *only* if they show the relevency in their ad copy and landing page and they have bid high enough - all to convince Google they are comparable to company (b) in yield rank. Remember, on yield rank Google is essentially looking at: Y=maxCPC X CTR, so company (a) can get away with a lower maxCPC, but only if their ad has an higher CTR due to relevency. If it does not it will be penalized. This is a real-time system. There are no tricks. You're not going to find a clever formula that mysteriously "beats the system". Adwords is an open market, real time trading system. Kinda like trading stocks. If you want to know if something might work, test it in the real world. Spend the money on Google and test. Theoretical analysis will not help you.

[caugas]

Intergramed, thank you for your response... I truly appreicate it, I do. However I feel that I am at the nexus of the search world. The answer you gave me, is totally differnent than Aussies explanation, he bases his thesis on rev to Google,
The placement of the ad is directly related to the income it brings to Google... so the higher bid generally wins....

this is what I am afriad of...

However, I think this model is flawed and indeed corrupt if true.
You write

Meaning company (a) will get a better rank, but *only* if they show the relevency in their ad copy and landing page and they have bid high enough - all to convince Google they are comparable to company (b) in yield rank. Remember, on yield rank Google is essentially looking at: Y=maxCPC X CTR, so company (a) can get away with a lower maxCPC, but only if their ad has an higher CTR due to relevency. If it does not it will be penalized.

Search term Yellow Coveralls
Lets say the .10 (exact match is extremely relevant).
Does the logic hold true
(yellow coveralls) Exact-match, 10 CPC vs. (coveralls) Broad-match .99 CPC both adds have equal relevance and ranking

However, the ture searched term is indeed Yellow coveralls---
Which ad is rewarded by google?

[integramed]

Google ad rank is determined by Google according to proprietary rules and algorithms. Nobody knows exactly how it works, but it's generally agreed by SEM experts that it can be *approximated* by Y=maxCPC X CTR
So, to find out how your ads will *probably* rank, calculate Y for both ads and see who wins. Trouble is you can't do that, because CTR is marketplace dependent. So, the only solution is to spend the money on Google and do some real world testing. Spend, measure, tune. I get superb ROI from Google, and that's how I do it ;-)

[cline]

In this exact scenario, most of the time the higher bidded broad match will get position #1. Sometimes Adwords may give the other ad position #1, but this is primarily to get better forecasting data for yeild maximization.