Broad, Phrase or Exact Match? 

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Thanks Burak, I wear glasses so get a eye health check every year and got the all clear. I think the reason that it looks light that is that the light ring is not front on

@@AaronYoungGoogleAds glad to know 👍🏻

Hi Brendon, I will firstly add as the exact match default, but then also add some of the phrases or single keywords as broad match negative KWs to tru and block out the whole theme

​@@AaronYoungGoogleAds Thanks heaps. One last question, where you have a campaign with thousands of different search impressions a day, do you run any filters like "only show search words with 2+ impressions" etc. For two reasons. A) Cut down the amount of negative KW optimisation that has to be done (Not trying to take short cuts) B) As Negative KW optimisation is a long term game and not a one hit, then it would take longer to get to the maximum 5000 negative keywords in the campaign which is a good thing?. You would get there a look quicker if you add every search term that is irrelevant and only had 1 impression.

Thanks 🙏🏻 Yes that would work - but don’t expect too much different between phrase & exact match. So just make sure you do the regular search term audits

Hello, I use data from Wordstream's annual "Google Ads Benchmarks Report". The exact figure was a CTR of 4.62%

30-45 for me

What do you mean by dynamic remarketing? Are you talking about switching from observation to targeting? I am curious to understand

Yeah I think you are right, but the way I see it there pretty is only broad match now anyway

Great question the balance is between CTR & Quality score. You need to hit a baseline Quality Score to give Google the "confidence" that your ads & website are relevant to the user search and then after that your CTR becomes the more valuable metric. I discuss it further here: ru-vid.com/video/%D0%B2%D0%B8%D0%B4%D0%B5%D0%BE-NAQjL6yHNdk.html

@@AaronYoungGoogleAds thank you for your quick response. That makes sense, however I wonder If the keyword is "win a car" but the headline is "win a Dodge 1970 charger" , what wil be the ad relevance? and by this I mean, if google does not take the meaning of the headlines also, it's unfair for the adverisers.

Hey David no issues at all I totally understand where you are coming from 👍🏻 The example I showed in the video sounded a lot like your campaign where we had 30-50 different SKAGs with broad match keywords and it was working great for 3-4 years. Then we ran into issues early this year. Some reasons for why your campaigns may still be fine: 1. It depends on the niche: as this was in the insurance field with lots of large international companies google had assigned “competitor company names to mean - motorcycle insurance” So this learning may not have been rolled out to your industry yet. 2. The conversions where still firing but we noticed a big drop in quality - due to the above point 3. Check your traffic volumes as you may find that only 30% of the SKAGs are getting reasonable traffic. This happened in another account where I had multiple SKAGs the performance was still great BUT only 30% of my SKAGs were getting traffic Hope that makes sense & if they are working for you don’t change it just keep it in mind if things start to change in the future

@@AaronYoungGoogleAds Thanks for the reply! Not too often I actually get someone to comment back haha. The niche were in is actually insurance 😂 too funny you nailed it. We did end up having Google begin to branch far outside our exact match SKAGS to brand names and brand name service related KWs, but with extensive work on the negatives, we’ve been able to keep Google on track with the specific keyword targeted. The major thing we have noticed is during the non-peak times, the cost for those SKAG groups BALLOON to an almost unsustainable level. That’s when we heavily rely on the themed approach with our broad KWs. One item I want to ask beyond this because it’s a constant problem (and a reason we still use SKAGS regularly): example would be a campaign with multiple broad level keywords in themed groups. Let’s say the keywords are motorcycle insurance, motorcycle insurance policies, motorcycle coverage. What has been the running problem with themes for us is that Google tends to focus in on one keyword and leave the other 2 keywords alone, spending our money on a keyword that, after we load in offline conversion with sales data, is not performing up to standards. Since Google didn’t focus on the other two keywords, after we pause the non-performing keyword, the campaign no longer serves or no longer serves effectively. That’s when we end up breaking up the campaign into SKAGS, negating each keyword from the others, and working on the negatives to make sure we don’t have too much cross-over. Maybe it’s me, but it just seems like this update to the keyword match types and intended meaning of the word, has really cause far more problems than good and really didn’t solve any prevalent problem Google had… just seems like a money grab. Thanks for the reply!

it is not so target, and it burn the budget faster😂

ikr wtf :D