My latest Search Engine Land Column is now out that takes a look at the ways you can organize accounts by match types.
When you have two or more keywords that can be triggered in your AdWords account from a search query, Google tries to show the most restrictive option. The constraints go beyond just match type to include geography, time of day, etc.
However, Google does not always show exact match over phrase match and phrase match over broad match. They also look at ad rank (max CPC x Quality Score). If you have an exact match term bid at $0.25 and the broad match bid at $1, Google will generally show the broad match term.
As an advertiser, you will find that your exact match converts higher than your phrase or broad match. You should control the ad serving so you know which ad copy and keyword will be displayed for any search query. You can control the ad serving through the use of bids or negative keywords.
There are several ways you can organize your match types within your paid search account. None of the strategies are better or worse than each other – they are just different. In today’s column we will examine the three most common match type organizational techniques and show the pros and cons of each.
Source: Certified knowledge
