Broad Match Modifier - Adwords Experts

[Prime85]

Hi All,

Looking for a little feedback from anyone running/managing ppc campaigns.

I'm trying to decide if Broad Match Modifier search terms are actually helping.  I see many instances where they have a low quality score, high cpc and low CTR.  This leads to me think that these terms are actually bringing all my other ads down due to these negative signs.

I have most search terms as "Phrase Match" and [Exact Match] so i'm not sure why i need the Broad Match + Modifier terms as well.

Looking for some advice from the experts ... Do you guys agree with my assessment and what is your overall opinion on the usefulness of Broad Match Modifier terms.

Thanks

[Alick300]

Hi,

First of all if you pick broad match modifier keywords you will reach broader audience with some controls. I use BMM keywords in my campaign and that is giving me significant number of conversions. As far as QS , CTR and CPC is concerns in my case all are good in my case.

IMO you should create a separate Ad group for BMM keywords in which add exact match and phrase match as negative keywords so your ad trigger for only BMM and keep checking search terms and if find irrelevant search terms add thoise search terms as negative keywords.

You can check it for 1-2 months then you can decide whether BMM perfoming well or not if not you can pause those ad groups.

Hope this helps.

Thanks

[TimHolmes]

I find the BMM keywords to be very useful, that is providing you monitor and negative those erroneous keywords that trigger wrongful searches. With BMM you get as Alick300 mentioned a broader spread with those keywords needing to be included, as such they could be found when your exact is entered the other way round if two words or if the phrase is much longer but still contains all keywords.

For me the best tool to compliment BMM is your negative list so over time your campaign becomes more and more accurate with scope for your CTR, and CPC to improve.

[Prime85]

Thanks for the input - I understand how BMM works and that my ads will show for more queries...

My question is how do you see the performance of the BMM term as opposed to the Phrase and Exact matches?

Do you ever notice a search term should be pulling an exact match but instead it pulls the BMM?

[Alick300]

Hi,

This is the reason that I suggest you to create a separate ad group for BMM keywords only in which you have to add exact match and phrase match query as negative keyword so you can measure the performance of only BMM.

If it is still not clear to you please let me know I will explain you by giving example.

Hope this helps.

Thanks