Long Tail Match Type

[SearchEnginePPC]

What do you guys typically do for match types on your long tail keywords?

I can see the benefit of both exact or broad depending on your needs. Exact match would ensure lower CPCs for those terms, which is what you wanted if you went to the effort of generating them. However, broad match would ensure the most possible traffic off those keywords, because you wouldn't want to pay for a 7 word keyword at your top keyword pricing just because your long tail was only 5 words and exact matched.

I'm just wondering if anyone has a standard match type or reasoning for choosing one over the other that they use for their long tail terms.

[Mel66]

I usually use broad or phrase for 4+ word tail terms. Exact is usually too narrow.

Melissa

[nigeyes]

would it harm the campaign to use all 3 matches?

[SearchEnginePPC]

Nigeyes,

Good point. The one problem I'd run into is that I'm already close to the AdGroup keyword caps (2,500 keywords/AdGroup), so adding 2x the number of keywords would actually also add 2x the number of AdGroups, and would likely put me over my Campaign & account limits as well.

[nigeyes]

ok I see the dilemma. but would it benefit our accounts to have the keywords exact matched in terms of lower CPC and relevancy? Or is this just a matter of opinion and subjectivity?

[Mel66]

The one problem I'd run into is that I'm already close to the AdGroup keyword caps (2,500 keywords/AdGroup), so adding 2x the number of keywords would actually also add 2x the number of AdGroups, and would likely put me over my Campaign & account limits as well.

Your Adwords rep can increase your limits for you in certain cases. I'd ask about it - can't hurt.

However, it's not always a good idea to use multiple match types in the same ad group - at one point, Google was actually recommending against this - and I've found that in many cases this tactic hurts our Quality Score. I'm not saying don't do it - just to use caution if you do.

Melissa