The NEW Way Google Ads Keyword Match Types Work in 2024
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- čas přidán 15. 11. 2023
- In this video I explain broad, phrase, and exact keyword match types in Google Ads. I show you how they behave (it has changed over the last few years) and how you should be using each match type for the success of your Google Ads account.
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Thank you for the detailed explanation.
Great insights, thanks!
Very informative, thank you!
Glad it was helpful!
Excelent lesson! thanks
Glad you liked it!
The best channel for Google ads. Great quality.
Thanks for the kind words!
Thank you so much, that helps a lot
Glad it helped!
Good explanation, thank you for sharing your knowledge
Glad it was helpful!
Thank you for the insights! Which bid strategy do you use when you start a new campaign? every time I start a new campaign (max conventions) with a phrase or exact I don't have any impressions or clicks
This video will help you that I did on bids and bid strategies: czcams.com/video/IKLR3z0dtgs/video.html
Hey, the video is so useful. Is there any tool to know all the keywords that can be shown for a specific keyword with broad match
There is no tool that will show you that.
Really useful. Thanks 😊
Glad it was helpful!
Greeting from HK! This is really a great video with high quality and clear explanation! In the very beginning, I was using most keyword in broad match, I have encountered a scenario which is not able to spend all my budget after I optimised my keywords, such as changing those existing broad match keyword to phrase match and trimmed down many keywords which have not brought any conversion. (I am using maximizing conversion under smart bidding). It seems the volume from PM can't drive the system to bid the enough conversion for me because of buying signal consideration? Or I have to raise my target CPA if I remove many BM keywords? Do you have any suggestion for me to deal with it? Thank you:)
Check your Search Impression Share metrics. If they are low then you have a bidding issues - basically Google isn't spending because it doesn't know how to hit your goal. So you need to open up your bidding if that is the case.
@@growmyads I tried to increase the daily budget, yet it is still underspending. The campaign is using maximising conversion with tCPA $500, in this case, should I raise my tCPA or switch back to maximise conversion without tCPA?
I doubt that if I raise my tCPA then I am going towards the opposite direction of which I wanted to lower my avg CPA to get more conversion at first, that is why I removed keywords with no conversion but consumed my money, and switched some keyword into PM cuz BM brought me too many non-converting traffic.
This was an insightful video, thanks! Im curious about a structure within an ad group using RSA (responsive search ads) would it be decent practise to have a mix of broad match and exact match, then to gradually add more exact match do that ad group (based on what the broad matches catch)? I heard exact match will take priority over the broad match, is that correct and does that set up sound sensible to you?
This is typically what I do when I have a campaign dialed in and have started using more broad. Check out my videos on Search Setup and Search Optimization. I believe I break that down in further detail in one of those videos.
@@growmyads Thanks! So one follow up quesion. We have an *account* that is dialled in (15k USD a month or so spend with many campaigns within doing very well). For a new campaign being set up in that account (which is targeting the same max conversion metrics) would you still only add broad/exact matches in STAGs (we're mainly using RSA's) later on, or would you consider the overall strength of the account to bring the new campaign up to speed faster?
That's really awesome. I have a question related to the Black Friday Campaigns. I run 3 different campaigns, one search, second display, third CZcams, but the problem is I am not getting conversions. All campaigns were published on Nov 13. Getting good clicks, impressions, & CTR, especially on CZcams and display, but still not getting conversions. Looking for valuable suggestions.
If your are eCommerce you need to be running Shopping ads first. If you are not eCommerce then you need to get Search and Remarketing to work first before you move money over to CZcams.
You can look at hierarchy of campaign order like this (depending on if you are eCom or not)
1. Brand Search
2. PMax or Shopping
3. Non-Brand Search
4. Remarketing | Search, YT, Demand Gen, Display
5. Prospecting | YT, Demand Gen, Display
Thank you so much for sharing this information.
Just wondering, do you use all the match types within a single ad group, or do you separate them?
Single ad group. Check out this video I discuss keyword and ad group structure: czcams.com/video/uyXOzCXO5KY/video.html
@@growmyads Thankyou so much
new subscriber here ty for the very informative video i am having a hard time choosing which match type is for me and this video helps a lot but i still have 2 questions 1) in your example does all those keywords with different match types in the same ad group? 2) should you add exact as your negative when using phrase? then phrase on exact and then both when using broad type?
Yea no need to put different match types in different ad groups. That strategy no longer works. If it is the same or similar keyword and you have them in different match types, keep them in the same ad group.
@@growmyads But if you chose to not use smart bidding for exact and phrase, but must use smart bidding for broad keywords, I'm guessing you HAVE to create a separate adgroup for broad keywords, while getting away with putting exact and phrase keywords in the same adgroup. Then on top of that, if you want to set a higher bid for exact words and lower ones for phrase then you'd want to split those too, or am I mistaken
Nice video. You exclude unrelevant search terms right ? Is it ok if I exclude many search terms? (those that are unrelevant for my products)
Yes, absolutely
When I originally made the google shopping campaign a few weeks ago, I left the initial setup keywords as broad (unknowingly). This has resulted in huge volumes of unwanted keywords and irrelevant ones that I negate out daily.
Can and should I do anything to change this now?
Just switch to phrase and exact. No harm doing that.
You should just use phrase match and remove exact, as it is going to pick up your exact match terms any way. If your impression share is very high for your phrase match term then it would make sense to also include the broad match variant to get the volume. Thoughts?
Exact match overrides PMax which gives you some control and clarity to your kingmaker terms. In some cases, yes, you can yield to a phrase match if it is long tail enough and your IS% metrics indicate you are capturing a large % of the traffic which would include exact searches as well. This gets harder the broader your phrase match is. As always - just test.
@@growmyads Do you do both phrase and exact match for every keyword?
It varies but I would say in most cases, yes, we will test both unless the keyword is too broad. For example, we have clients where we make profit on exact match terms but could never get the phrase of that to work because it was way too broad (e.g. [bmw parts] and "bmw parts". It also varies on budget, risk tolerance, and what stage you are at in your account.
Thanks been doing this a long time but keywords lately have been a pain. LOL@@growmyads
Are these strategies still valid today in May 2024 or has there been any changes? I have a small account with 3000 Euro monthly. I am using PM and EM, would still consider using BM keywords?
Still valid. I only use broad when my campaigns are already dialed in and I bake them to start getting additional boost. This is when I am running tROAS or tCPA. Usually don't run broad on any other bid strategy.
let say i am running ads for interior design services. Shall I create different ad groups for keywords "interior design services" and "best interior design companies" or "best interior designer" or shall I create general interior design services ad group in which I add keywords like best interior design services, best interior design companies, best interior designers. please suggest which approach can work in 2024
Go watch this video I did on optimizing search campaigns - I talk about structure in it: czcams.com/video/ngNw8xJ8Rq8/video.html
so I read the data correctly you spent $134K on tons of terms that do not relate to your offering. Isn't it completely wasted money? Or are you looking at the conversion numbers? They have higher cost/conv but you do get volume.
That $134k generated $410k for a 300% ROAS which is in range of goal for this specific account. So no, that wasn't all waste and made us a ton of money with lots of volume.
Was there waste from it?... Absolutely, there always will be. That is the never ending game of Google Ads. Maximize your winners and mitigate your losers. Think of it a bit like a portfolio of stocks. Some will make money. Some will lose money. Your goal is to maximize your returns on the winning stocks and cut your loses or hedge on the losing stocks.
Great insights, thanks!
Glad it was helpful!