Comments on: A Quick Way to Cut Down PPC Advertising Cost http://www.pitstopmedia.com/sem/a-quick-way-to-cut-down-ppc-advertising-cost ebusiness made easy Sun, 07 Mar 2010 09:37:03 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Tomatoa http://www.pitstopmedia.com/sem/a-quick-way-to-cut-down-ppc-advertising-cost/comment-page-1#comment-2946 Tomatoa Tue, 24 Nov 2009 21:18:23 +0000 http://www.pitstopmedia.com/sem/?p=1115#comment-2946 Yes, it will trigger shoe string. Yes, it will trigger shoe string.

]]> By: Info http://www.pitstopmedia.com/sem/a-quick-way-to-cut-down-ppc-advertising-cost/comment-page-1#comment-2930 Info Tue, 24 Nov 2009 10:45:12 +0000 http://www.pitstopmedia.com/sem/?p=1115#comment-2930 shoe string shoe string

]]> By: Info http://www.pitstopmedia.com/sem/a-quick-way-to-cut-down-ppc-advertising-cost/comment-page-1#comment-2929 Info Tue, 24 Nov 2009 10:43:47 +0000 http://www.pitstopmedia.com/sem/?p=1115#comment-2929 That is great. But will it trigger the ad for a search query like shoe sting :) That is great.

But will it trigger the ad for a search query like

shoe sting

:)

]]> By: Tomatoa http://www.pitstopmedia.com/sem/a-quick-way-to-cut-down-ppc-advertising-cost/comment-page-1#comment-2909 Tomatoa Mon, 23 Nov 2009 19:20:35 +0000 http://www.pitstopmedia.com/sem/?p=1115#comment-2909 It won't act exactly like a broad match keyword, but that's the whole purpose of switching it to phrase match. Instead of showing up for all sorts of broad search queries such as: boots, sandals, high heels, etc, you will only show up for search queries that has "shoe" in it. But you should always include a plural version of your phrase match keywords, for example, shoes. It won’t act exactly like a broad match keyword, but that’s the whole purpose of switching it to phrase match. Instead of showing up for all sorts of broad search queries such as: boots, sandals, high heels, etc, you will only show up for search queries that has “shoe” in it. But you should always include a plural version of your phrase match keywords, for example, shoes.

]]> By: Info http://www.pitstopmedia.com/sem/a-quick-way-to-cut-down-ppc-advertising-cost/comment-page-1#comment-2894 Info Mon, 23 Nov 2009 05:39:50 +0000 http://www.pitstopmedia.com/sem/?p=1115#comment-2894 What will happen when a single word is put in phrase match? For example "shoe" Will this keyword act like a broad match keyword? What will happen when a single word is put in phrase match?
For example “shoe”
Will this keyword act like a broad match keyword?

]]> By: Anonymous http://www.pitstopmedia.com/sem/a-quick-way-to-cut-down-ppc-advertising-cost/comment-page-1#comment-2729 Anonymous Thu, 19 Nov 2009 04:39:18 +0000 http://www.pitstopmedia.com/sem/?p=1115#comment-2729 <strong>Quick Way to Cut Down PPC Advertising Cost...</strong> When running a Pay Per Click (PPC) campaign, it’s nice to have keywords in different match types.... Quick Way to Cut Down PPC Advertising Cost…

When running a Pay Per Click (PPC) campaign, it’s nice to have keywords in different match types….

]]> By: Stupidscript http://www.pitstopmedia.com/sem/a-quick-way-to-cut-down-ppc-advertising-cost/comment-page-1#comment-2334 Stupidscript Tue, 03 Nov 2009 23:35:59 +0000 http://www.pitstopmedia.com/sem/?p=1115#comment-2334 To some extent, you are correct in saying that pausing (or removing) all single-word Broad match terms from your account can save you tons of money ... but you are leaving out a very, very important fact about Google and its use of Broad match terms: ANY single word in ANY Broad match term is a candidate for a Broad match on ANY query that is even remotely similar. EVERY word in ANY Broad match term is a candidate for a match. For example: Broad match term: red tennis shoes Matching Queries: find a tennis pro (matches "tennis") where's the baseball game (matches "tennis" with a sport synonym) red face (matches "red") orange baseball cleats (synonyms for "red" "tennis" and "shoes") "that guys who threw his shoes at Bush" (matches "shoes") ...etc... And those matches will DEFINITELY cost you money from clicks by "window shoppers" ... searchers who see your ad and click it even though they did not search for it, just to see what you have. EVERY Broad match term is ripe for abuse. As such, EVERY Broad match term will contribute to lower Quality Scores, campaign-wide. In addition, EVERY Broad match term will be triggered before ANY Phrase match term, until the Broad match campaigns hit their Daily Budget for the day. In addition, Exact matches that overlap with Phrase match AdGroups geographically (i.e. Exact = national, Phrase = state) will prevent those Phrase matches from displaying, because of the "one ad per advertiser per query" extremely loose rule. (I say "extremely loose" because I think all of us have witnessed a single advertiser hiding behind management agencies and affiliates to get more than one of their ads to display for a single query.) So while it USED to be that having duplicate terms in all three match types would help manage your spend by costing less for Phrase than for Exact, and even less for Broad, this is no longer the case, and accounts with all three match types are now working against themselves to cost the advertiser more than they would have paid, several months ago. The proper way to approach AdWords now is to plan your campaigns so there is NO overlap, geographically, between match types, and to avoid the use of Broad match ENTIRELY except in VERY rare instances when an Exact or Phrase term cannot do the job, and ONLY when NO PART of the Broad term is included in ANY other term. To some extent, you are correct in saying that pausing (or removing) all single-word Broad match terms from your account can save you tons of money … but you are leaving out a very, very important fact about Google and its use of Broad match terms:

ANY single word in ANY Broad match term is a candidate for a Broad match on ANY query that is even remotely similar. EVERY word in ANY Broad match term is a candidate for a match. For example:

Broad match term: red tennis shoes

Matching Queries:

find a tennis pro (matches “tennis”)
where’s the baseball game (matches “tennis” with a sport synonym)
red face (matches “red”)
orange baseball cleats (synonyms for “red” “tennis” and “shoes”)
“that guys who threw his shoes at Bush” (matches “shoes”)
…etc…

And those matches will DEFINITELY cost you money from clicks by “window shoppers” … searchers who see your ad and click it even though they did not search for it, just to see what you have.

EVERY Broad match term is ripe for abuse. As such, EVERY Broad match term will contribute to lower Quality Scores, campaign-wide. In addition, EVERY Broad match term will be triggered before ANY Phrase match term, until the Broad match campaigns hit their Daily Budget for the day.

In addition, Exact matches that overlap with Phrase match AdGroups geographically (i.e. Exact = national, Phrase = state) will prevent those Phrase matches from displaying, because of the “one ad per advertiser per query” extremely loose rule. (I say “extremely loose” because I think all of us have witnessed a single advertiser hiding behind management agencies and affiliates to get more than one of their ads to display for a single query.)

So while it USED to be that having duplicate terms in all three match types would help manage your spend by costing less for Phrase than for Exact, and even less for Broad, this is no longer the case, and accounts with all three match types are now working against themselves to cost the advertiser more than they would have paid, several months ago.

The proper way to approach AdWords now is to plan your campaigns so there is NO overlap, geographically, between match types, and to avoid the use of Broad match ENTIRELY except in VERY rare instances when an Exact or Phrase term cannot do the job, and ONLY when NO PART of the Broad term is included in ANY other term.

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