Match Type Testing - Broad, Exact, Phrase
Match Type Testing:
- Before adding all three - Broad Match, Exact Match, and Phrase Match into the account, I usually start with only Broad Match & Exact Match - Refer to Quality Score post.
- Max. CPCs for the two Match Types at that time can be set based on Google’s suggestion or depending on your business logics - Refer to Estimating Max. CPC post.
- Once performance has reached an acceptable level, at that point it is good to identify top converting Keywords and add Phrase Match for them.
- Once there is substantial statistical data, I usually subtotal it at the Match Type level just to get a high level view of how the Match Types is performing.
- Based on priority of the Match Type, identify the Keywords that are contributing Negatively - at this point you could simply pause/delete/optimize CPC for the Keyword, but it depends a lot on other factors - Refer to PPC Bid Management Category
December 31st, 2008 at 6:12 pm
[...] Match Type Testing: Broad Match, Phrase Match, or Exact Match [...]
January 4th, 2010 at 11:44 pm
True words, some true words man. You made my day!!