Query on best adwords practice for optimisation

[James77]

I'm trying to get my head round adwords and quality score etc to try and optimise my groups.

I'm a little bit confused about these scenarios:

Suppose I have a an adgroup which targets "London Hotels" - this adgroup targets a single page on my site.

I have masses pof keywords around this term which my page targets such as:
Hotels in London
Good London Hotels
Cheap London Hotels
3* London Hotels
Central London Hotels
etc etc etc

Now I think I have 2 main options for this
Option 1 - Use a broad match modifier with:
+London +Hotels

Option 2 - Use lots of phrase matches like
"Hotels in London"
"London Hotels"

Option 3 - Use hundreds of exact matches like:
[Hotels in London]
[Good London Hotels]
[Cheap London Hotels]
[3* London Hotels]
[Central London Hotels]

Am I correct in assuming that if the searchers KW is an exact match for a KW in your list then your quality rating would be higher - thereby you would on average get a higher listing for less money if you had hundreds of exact matches? Or have I got the wrong end of the stick here?

Which method would you think is the best solution for my situation?

Thanks

[DavidKonigsberg]

Ideally you should create alot of adgroups ie  Cheap London Hotels , Central London Hotels etc with these keywords in the ads and tight themed keywords.

Then create a broader adgroup for words you want to catch - as you see words have volume (look at search queries) make new keywords and adgroups around them

good luck

[James77]

Yes I understand that, but then you can go on for ever - so I could have an adgroup

Cheap London Hotels
Hotels cheap in London
Cheap Hotels in London
Etc etc

So when I get down to this level am I better having an ad group with exact matches for every single possible combination, or alternatively using broad match modifier +Cheap +London +Hotels

Thanks

[DavidKonigsberg]

you should have a exact for high volume keywords - and use phrase broad and modifier to catch the rest (based on your target)

[john4math]

Exact match keywords are likely to have higher quality scores, but they're going to match a lot less queries than the other match types, so you may not be capturing all the traffic that's profitable for you.  I don't think it's an efficient use of time to add every query as an exact match.  You could spend that time building out new keywords, creating new campaigns, and optimizing them.  They have a lot of different targeting options now!

You can do this in a few different ways, an aggressive way, or a less risky way.  The more aggressive way I would tackle this is to create different campaigns for each of these different ad types.  I'd create a campaign for modified broad, phrase, and exact matches for the keywords you're interested in.  You can do this with Adwords Editor pretty quickly to create identical campaigns with different keyword match types.  For modified broad, you'll want to get rid of a lot of those small filler words, like "in", "the", "for", since you won't want to insist on those words being in the query, so I'd export your phrase or exact match campaign, and in Excel remove those words and add all the +s.

If you a little more risk averse, you can start with an exact match campaign, see how it does for a bit, and then try the same keywords at phrase match.  If that's going well, then you can try modified broad, and if you're happy with your CPA/CPL there, then try broad match.  With broad match, be a little more careful.  I'd keep a close eye on what queries are actually triggering your ads, and add negative keywords as you queries that aren't converting.

By the way, "*" is not a valid keyword character, so you would probably want to put in "3 star london hotels" instead.

[James77]

Thanks - thats very helpful

[DavidKonigsberg]

i agree -Its a good way to start having all match types just keep a close eye on it -

• if your goal is better quality score keep your adgroups very tight for best ctr's etc since the add will talk to the searchers intent.

[flowsimple]

I'm going to chime in with what David said. Think about a number of impressions that is statistically significant to you. And don't add the exact match of a kw query until it hits that number. Or delete the exact matches that don't have that number of impressions.

This makes for a lot easier organization and analysis in the long run.