If I want to target "Product x review", will I get a better quality score/lower CPC if I use exact match instead of broad match?
Or is it better to use both?
Or is it better to use both?
PPC question
- Thread starter irideflatland
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Technically it shouldn't change from using one or the other. The broad, phrase and exact were actually made to control the search traffic, not really your QS. But you can give it a quick test as John said; only takes a little bit of testing.
Though, on campaigns where I changed my broad's to phrase or exact, I never saw any QS change.
Though, on campaigns where I changed my broad's to phrase or exact, I never saw any QS change.
QS is magic dust.
Exact/phrase/broad/negative/exact negative are all designed to impact your CTR. It's like a huge funnel. If you try exact and get nothing, try phrase, if you still get nothing try broad, if you still get nothing try changing product x to something else.
Generally the higher your CTR, the higher up the page relatively you'll appear compared to someone who has written crappy ads. The CPC and CTR govern a big chunk of your position relative to others. Your CPC will be lower if you write good ads. Doesn't mean good ads always convert better on the backend, but if you see that happen i.e. high CTR and poor conversion it is that the punter is not finding what they expected to on your site, so your ad is misleading. If that happens, change the ads or change the site.
If only 100 people search for product x review exactly and you get 2 clicks CTR = 2% (smart eh)
But if 300 people search for product x reviews (plural) and you are only bidding on exact match your not showing.
The name of the game is if every advertiser on a page has $100 Google want all $1000 and they'll take it off you using all three, exact match first, then phrase, then the backfill of broad and extended/expanded broad where someone looking for an apple pie could also find your ad for cherry pie, pastry so more likely to be a poor advertiser experience.
We always used to go with exact match first, then open out from there, but a well crafted campaign/adgroup with the right ad and keyword choice (plus a healthy smattering of negatives) and we'll go broad from the get go.
The magic dust is all supposed to be based on user experience and landing page quality, which categorically is utter bollocks (that's english for.....well bollocks).
QS is the easiest way to get rid of advertisers that Google don't want to show that are not within the scope of an outright ban. So someone selling guns.......not a chance. Throw some boilerplate at an advertiser tell them it's poor content, go away, do some more, then we'll still keep you out.
Exact/phrase/broad/negative/exact negative are all designed to impact your CTR. It's like a huge funnel. If you try exact and get nothing, try phrase, if you still get nothing try broad, if you still get nothing try changing product x to something else.
Generally the higher your CTR, the higher up the page relatively you'll appear compared to someone who has written crappy ads. The CPC and CTR govern a big chunk of your position relative to others. Your CPC will be lower if you write good ads. Doesn't mean good ads always convert better on the backend, but if you see that happen i.e. high CTR and poor conversion it is that the punter is not finding what they expected to on your site, so your ad is misleading. If that happens, change the ads or change the site.
If only 100 people search for product x review exactly and you get 2 clicks CTR = 2% (smart eh)
But if 300 people search for product x reviews (plural) and you are only bidding on exact match your not showing.
The name of the game is if every advertiser on a page has $100 Google want all $1000 and they'll take it off you using all three, exact match first, then phrase, then the backfill of broad and extended/expanded broad where someone looking for an apple pie could also find your ad for cherry pie, pastry so more likely to be a poor advertiser experience.
We always used to go with exact match first, then open out from there, but a well crafted campaign/adgroup with the right ad and keyword choice (plus a healthy smattering of negatives) and we'll go broad from the get go.
The magic dust is all supposed to be based on user experience and landing page quality, which categorically is utter bollocks (that's english for.....well bollocks).
QS is the easiest way to get rid of advertisers that Google don't want to show that are not within the scope of an outright ban. So someone selling guns.......not a chance. Throw some boilerplate at an advertiser tell them it's poor content, go away, do some more, then we'll still keep you out.
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