Traditional management of keyword match types within Adwords has changed dramatically as the years have passed, in particular as Google seems to have expanded it’s definition of how broad “broad match” really is.
While the profit volume one can achieve using broad match is tremendous, the risk is of equal proportion if it’s not managed correctly.
Most recently, the RocketClicks.com team (at the suggestion of Jered, who you’ll hear interviewed here) has innovated a broad match management technique which gives you the ability to more specifically manage this risk.
I have to admit, as common-sense and obvious as this one was, I didn’t think of it myself and heard no one else talking about it.
Enjoy this short but powerful interview 
Leads and Orders Generated For You by PPC Management Experts
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{ 11 comments… read them below or add one }
We have been using this strategy for about one year now, seeing very good results.
We have held this close to our chest, as this is really a \"secret weapon\", to dramatically increasing CPA, but now that Jered has let this \"out of the closet\"… well, um, yes, its very wise indeed.
We have been using this method of separating match types at the campaign level, making it so simple to organize the negatives. Using Editor its so simple, take all your keywords in the exact match campaign, copy all and add all as negative exact in the phrase campaign. For the broad match campaign, do the same but add the phrase match kws and negative phrase in the broad campaign, so simple.
Jared… Glenn… how could you let this secret weapon out of the closet?!
Great audio!
I thought of separating match types into individual campaigns about six months ago but never tried it because I wasn’t sure if it had benefits.
Now I KNOW it does.
The problem I have is completely understand in the process. Could you make a cheat sheet that shows a simple example of this technique 1. broken down into campaigns 2. with one keyword in all three match types and 3. shows exactly how to place the negative keywords into the campaigns correctly?
I think the above post explained the method but a visual example would really be helpful for many people & coming from you as a source, I feel it would me more credible.
Unlike some people & PPC management firms that withhold information, you share it. I trust you much more now & I’ll start recommending your PPC service now.
Thank you,
Guy
Glenn and Jared,
Great stuff….
This particular issue has been a baffling concern for me.
The question I have is this.
Keyword Example :
1. Keyword (broad match), ebook download.
2. 95% of my conversions on this keyword come from the RAW search term ebook! (high volume but still profitable)
3. I try and exact match the term ebook in its own adgroup but I get tons more traffic, and cpc but she don’t convert.
4. It seems ebook download (broad) is profitable only because of the RAW search term ebook.
I am baffled as to what to do.
I just cant seem to control it.
Based on your recent mp3 on match types how can I apply what was said considering my above description?
Thanks again
Alvin
Excellent, powerful stuff!
The ulitmate aim of a campaign is to have as many as possible exact keywords
and negative exact keywords. This is a really great method when you have a high volume campaig, simple yet extremely effective.
Jared, Glenn Thank you.
Hi Glenn, just another “why” your blog is worth its weight in gold, and your PPC service is the one that I tell all who need to have their PPC campaigns managed, instead of all others. That’s why all other “me too” PPC management services who “have held this close to our chest” are not worth the paper their words are printed on.
It is those who have true great services to offer who dare to reveal what others are afraid to “let out the bag”.
Great suggestion Guy,
Glenn, Jared bring on the cheat sheet!
Pretty please with a cherry on top……
Alvin
Jack,
Yes, guilty as charged, I do agree it is best to share one’s most valuable insights, tips and tricks of the trade. I generally pride myself on sharing my “secret methods”, but in this world of mind fields, there really aren’t any secrets, are there?
Anyway, Jack, point taken. I hope my rebuttal to your public criticism ends here? You are welcome to contact me, “off list” if you wish to continue this thread. Thanks.
Hi Guys
Can you explain how you manage to have the vast number of campaigns that you need to be able to do this, when Google limits you (to, what is it, 20 or so??) Multiple Google accounts or what?
Yes, I have the same question as Andy.
In your interview about Adwords Account Structure, you recommend having separate campaigns for Google Search, Search Partner, and Content Network. Also separate campaigns for Tiers 1,2 and 3. Now separate campaigns for different match types.
So in total, one would need around 3×3x3 = 27 different campaigns for one market – possibly exceeding the limit imposed by Google per account – and that’s just for one market.
Doesn’t this become impractical, especially if one is involved in several different markets (e.g. affiliates)?
The best advice in 2010!!!!!!!
Thank you so much for sharing.
I will certainly start using this teknique from monday morning
Regards from Denmark,
Christian
I tried this on a campaign like this:
Exact Match Campaign: [Keyword]
Phrase Match Campaign: “Keyword” Negative match [Keyword]
This is how it is supposed to be set up, correct? The phrase keyword is not showing. Google is saying it is because of a negative keyword. Has this happened to anyone else?