Apologies for the delay in replying – we’ve been having a few technical issues…

I used to do exactly what you’re describing, but Google have recently explained how the matching types work in more detail.

The first thing to note is that it doesn’t impact your Quality Score. So if you are just bidding on corporate memory stick
on broad match, your advert will appear in the same places, with the same bids and positions that it would if you were
bidding the same on multiple match types (as you suggest).

So there’s no direct benefit to be gained. However, there is another reason to use multiple match types (though I haven’t
got around to adding this to my guide).

By bidding on individual terms on exact match, you can adjust the bids individually, rather than having one bid for all
keywords.

As a rule, if I’m not confident that I’ve got all the keywords I should be bidding on, I use broad match. I run a search
query report every day (at least to start with) and take any keywords with significant traffic, and put them in as exact
match or negative match, depending on whether I want them or not.

Then I can adjust their bids over time, as their performance dictates.

Eventually, there won’t be significant traffic on the broad match, so I can remove it.

Great article on the site, really useful.

Just curious in your opinion, is it best to use all 3 match types in one ad group? Or should you seperate them out per ad group?

I run a PPC campaign for one of my mates websites, and I want to make sure Im getting the max return I can for him.

I currently have adgroups set up for all 3 types of match types. So for example I have in the corporate memory stick adgroup:

corporate memory stick
“corporate memory stick”
[corporate memory stick]

Is this a waste of time? We tend to see that the phrases in speech marks and brackets get less searches but produce a better CTR, but the ones without either get the most searches.

I dont want to miss out on traffic, but neither do I want to pay the earth.

I know its a question on a campaign you cant see but is there any advice you can give me?

Thanks

Tim

However, I believe that you’re probably correct on phrase and broad match. But since I produce one keyword list, then add the quotes and brackets, it’s easier to include plurals on all three lists.

Steve