For new campaigns, start with broad of phrase?

[Quakebum]

When you guys start a new PPC campaign, do you start with the broad/advanced matching off the bat or start with phrase match?

A strategy I plan on testing: start with broad match, see what keywords are converting the best and any keywords that don't convert, put them in a negative list.

Granted, this would cost a little more than starting with phrase match.

 

[Fuzzo]

I like to start with broad for the sole reason of increasing CTR.

When you start to see improvements in QS and CPC I just cut loose the non converting broad terms and concentrate on exact match phrases.

 

[Dawmz]

Broad to increase CTR ? wtf.

 

[BigWill]

Broad to increase CTR ? wtf.

Think he meant increasing his clicks over all


I always bid broad, and trim it down as needed. I create campaigns planning to loose money though, then research which terms do make money and keep those while constantly adding in others.

 

[nickclarson]

I think the fastest way to do it (as far as what I have heard) is build a campaign with a shit ton of keywords at first and narrow it down. You end up losing money but finding you good keywords that convert. Is this what everyone else is doing?

 

[Dawmz]

Approximately yes. However, this method will die sooner or later with all the new wonderfull ppc rules to improve user experience©. Yahoo is removing me tons of keywords everyday for a ringtones campaign because they don't have the word "ringtones, tones, realtones..." in. Even if they are absolutely relevant.

 

[media-guy]

wow

Bidding broad in the beginning is a no no start with phrase and exact...

Are you guys even making any money by starting broad?

 

[Dawmz]

The aim of the first days of a campaign is not to win money anyways...
But for broad/exact, it depends of the keyword and competition. If you have the money, it's not a bad idea to gather some data with lots of broad kw and then really start your campaign with phrase/exact on the good kw.

 

[nickclarson]

Well if you don't have much money then i'm guessing the way to do it is by just having a bunch of adgroups with carefully researched long tail keywords. I'm talking a TON, because you won't get that many clicks or impressions (hence long-tail). Is this a reasonable thought?

 

[machinecontrol]

How does broad match affect AdWords quality score? I've heard that broad match gives a lower QS because of less relevancy, but I've also heard that Google gives a QS bonus to broad match campaigns to encourage more clicks. Which is it?

 

[Ffperson]

How does broad match affect AdWords quality score? I've heard that broad match gives a lower QS because of less relevancy, but I've also heard that Google gives a QS bonus to broad match campaigns to encourage more clicks. Which is it?

read somewhere that google only uses exact match for calculating qs.
So if you had an adgroup with just broad keywords, google would calculate qs based on what ctr would be for clicks that matched the keywords if it were exact and the broad and phrase matches of that keyword would be ignored for qs calculation purposes. so I've read...

 

[natekapi]

I usually start with exact. But I'm not an expert.

 

[clownstep]

Depends on the campaign, and how many clicks you're getting at broad. Have campaigns running at broad doesn't make a difference if I set to exact. Also have campaigns that run at exact since get too much non-converting traffic. Mostly notice this from free sign-ups vs. a product that is being sold. You'll probably have more non-converting traffic from broad keywords on purchases and it might not make a difference if it's something completely free (dating site, for example).