The Generator
01-21-2005, 04:40 PM
exact match > broad match >= phrase match
Allow me to elaborate. The following relationship will hold true for expensive and highly competitive keywords that often get disabled. It doesn't really hold true for low cost and broader keywords.
In order to get such expensive and highly competitive keywords back up from a disabled status, it's frequently necessary to place incredible MAX Bids over $25 and pay an Avg CPC of $7 to $12. Having tested the same keywords in all three match types in three adgroups within a single campaign simultaneously, I found that exact match reaches a lower "potential audience," but gets more clicks, a better conversion rate, and a higher overall cost. This is due to the fact that exact match is the only of the three that doesn't get disabled. It's very simple to reach a comfort level in exact match through frequent testing of new creatives and deletion of ones with lower CTRs.
Allow me to elaborate. The following relationship will hold true for expensive and highly competitive keywords that often get disabled. It doesn't really hold true for low cost and broader keywords.
In order to get such expensive and highly competitive keywords back up from a disabled status, it's frequently necessary to place incredible MAX Bids over $25 and pay an Avg CPC of $7 to $12. Having tested the same keywords in all three match types in three adgroups within a single campaign simultaneously, I found that exact match reaches a lower "potential audience," but gets more clicks, a better conversion rate, and a higher overall cost. This is due to the fact that exact match is the only of the three that doesn't get disabled. It's very simple to reach a comfort level in exact match through frequent testing of new creatives and deletion of ones with lower CTRs.