PPC: A Lesson In Exact Match
If you want to increase your quality score with Google Pay Per Click advertising, AdWords, there are several ways to do it, but I like this one best – use exact match.
Dave Davis gives you 10 ways to improve your quality score, but here’s what he says about matching options:
Our client was only using broad match for their keywords in their campaign. We added exact match and phrase match keywords to each ad group and chose which of the three had a better QS and lower minimum CPC and deleted the other two matching options. In the majority of cases, exact match won.
In our experience, exact match is almost always the way to go. Broad match keywords will show your ad for too many search queries that are irrelevant and you inevitably end up with bad clicks. That lowers your quality score and you have a downward spiral of effectiveness in your PPC campaign. With exact match, it is just the opposite. Fewer clicks, but a higher CTR, which results in a higher quality score and lower costs.
Don’t play around with PPC. Use exact match unless there is a real compelling reason to do otherwise.
Related posts:
- Should You Use Exact, Phrase, Or Broad Match?
- Save Money in Adwords by Running Search Query Reports
- Should You Join The PPC Content Network?
- How You Are Judged In PPC
- Getting a Pay Per Click Campaign Started
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