Adwords Duplicate Keywords with Different Match Types - Good or Bad?

[JCCMoz]

If you have the following keywords in an Ad Group advertising for a product, let's for example call it "target" product

[target product]

"target product"

+target +product

I've found that the exact match keyword has the highest conversion rate in almost all circumstances.  So it would make sense to have a higher max bid on the exact match then phrase or broad batch.  Even with lots of negative search terms to maximize conversion on the broader matches, if the bid is the same as exact match, the cost per conversion will be much higher (too high.)

However in chatting with an Adwords Support Rep (on a different matter) they stated after looking through my account at the end of the chat:

" duplicate keywords will impact on quality score. your all keywords will compete with each other"

However many of the ad groups in question these duplicate keywords have quality score of 9 and 10.  So obviously if there is an effect it seems it may be minimal.

I thought it was pretty common for people to bid higher on more exact match and lower on more broad match.  What's the real story here?  Was this support rep not seeing the big picture?

[Alick300]

Hi,

You are on right track. If  same keywords are used in different match types then they are not considered as duplicate keywords. Just remember the keyword with the highest AdRank enters the general auction for placement.

Generally the advertisers tend to follow different strategies and stick with the one, which gives them higher Conversions, high Return on Investment (ROI) etc...

1. Launch different match type keywords within a single ad group and go with the ones, which gives you better results.

2. Launch different match type keywords in different ad groups OR different campaigns and then add embedded negative match type keywords to streamline the traffic. Now, once you accrue data, you can pause the match types which are not proving worth for you and optimize the rest of the keywords.

Bid higher on_ exact_, lower on phrase and the lowest on broad.

Using this strategy, when all match types could be matched to a query,  the most restrictive  type wins, your   ad-rank will be higher, and as a result, your  chances to win a higher position  (in the  auction) are higher.

Hope this helps

Thanks

[Hurf]

If you are concerned about duplicate keywords, download the Adwords Editor and follow Google's guidelines on identifying and removing them, here: https://support.google.com/adwords/editor/answer/47633

QS aside, my concern with duplicate keywords would be the cost implication as you'll end up bidding against yourself in the auction. As Alick300 has mentioned, keywords with different match types are not considered duplicates. Be aware that broad match keywords with the same words in different order, etc would be considered duplicates.

I hope that helps you.

[JCCMoz]

This contradicts what the previous poster before you posted which I believe is more accurate.

[Hurf]

My apologies if I haven't presented this clearly. However, I'm not seeing anything contradictory here:

"If  same keywords are used in different match types then they are not considered as duplicate keywords."

Vs

"As Alick300 has mentioned, keywords with different match types are not considered duplicates"

As a matter of course, it would be a good exercise to run your campaign through Adwords Editor to check for duplicate keywords (as referenced above), in case any have slipped through the net.

Good luck with your campaign!

[SEO1805]

Do different match types really "compete against each other"  I would think not.  Are you really saying if theres:  [some keyword] and +some +keyword  that Adwords won't only send the closest match type to the auction and ignore others, or, if the bid for [some keyword] is $1.00 and for +some +keyword is $10.00 then you are effectively bidding $10.00 on some keyword.  However this is rare someone would make the broad match bid higher than a closer match type, so in reality I don't see a realistic scenario where a broad match is "competing" against an exact match  to effectively raise the CPC.    If the broad match bid was $0.99 and the exact match was $1.00 the exact match still goes to the auction with $1.00 max CPC.  You only send one keyword to the auction correct?