Whichever match type the client chooses the system should automatically set out the more specific match type(s) in the background Clickable-SE relationship. Clients should be allowed access to corresponding stats accrued e.g. by clicking on a + expand sign next to phrase and broad match keywords.
My arguments are based on principles communicated by Google AdWords.
a. Data collection: Relative to Quality Score and the FPB, Exact Match is all that counts. Actually, data is only collected from the exact match of a keyword, the Quality Score of the exact match is then shared with the broad and phrase match of the same keyword. On the other hand FPB relies on QS which leads to FPB's dependence on exact match. The proposal will allow clients a deeper insight regarding how their QS and FPB values develop.
b. Bidding: When keywords are broken into each more specifc match type, clients can see which option has gained the best ROI and can make more informed decisions relative to setting their match type specific bids.
c. Ranking: The exact match of the keyword gives your clients a ranking advantage over advertisers who don't. E.g. if the client has [hairdresser's manhattan] on his list, the associated ad, all else equal, will outrank "hairdresser's manhattan" or hairdresser's manhattan listed by competitors. This translates the proposal will lead to improved client performance even if they are unaware of the new practice.
d. Traffic Control: Some broad match keywords may accrue overwhelming traffic and fighting back with negatives is not always sufficient to filter out irrelevant queries. It may necessitate a switch to phrase or exact match. The proposal would ensure clients a deeper insight on this subject matter.
All in all, we may conclude that while the proposal does not harm clients in any way it's implementation would be very useful for them in several different ways. Note that Jonathan elaborated recently on the broad match versus phrase match relationship in the "Phrase match suggestions" thread which allowed me to focus my attention on advantages associated with exact match.
Posted on
09/13/09 at 04:44 AM