Q and A: Is it best to use single keywords or variations and phrases in PPC campaigns?

Dear Kalena...

I am in the process of setting up a PPC campaign on Google AdWords and I have found a keyword that looks promising. So what I have done is to use the Google Estimator.

With this keyword I have used exact match, phrase match and broad match and the google traffic estimator gave me estimates for my keyword. I notice that the traffic estimates vary a lot through the three of them. So I just tried one keyword and the estimates were higher.

Is it best to use one keyword or is it best to use the variations on the keyword you like? I hope you know what I mean.

Graeme

Kalena's Answer:

Dear Graeme

You've got to be very careful when choosing your keyword matching types. Broad match and phrase match will always show a higher number of searches in the Keyword Estimator than exact match because using those matching options result in your ad being shown for more variations of your keyword.

The use of broad match for your keywords will trigger your ads to appear for a much wider number of search queries and save you time researching an exhaustive list of related keywords to target. However broad matching can drain a PPC budget very quickly and result in your ad being shown for unsuitable or less relevant search queries, lowering your conversion rate and increasing your overall cost-per-conversion. For these reasons, broad matching options should be used cautiously and in close consultation with negative keywords.

In my campaigns, I use a combination of phrase match and exact match and I use 2 or 3 word keyword phrases and variations instead of generic keywords. It requires more keyword research, but it means I know *exactly* what search combinations will trigger my ads to appear so I can better design my ads to suit. It also saves me money. Knowing which matching options to use for which keywords and phrases and when to adjust them will give you much better control over your campaign’s performance and click-through costs.

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