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0 pointslinktylr15y ago0 comments

Not to step on your toes glasner, as it is an easy mistake to make, but match type DOES NOT affect quality score. All keywords on phrase and broad match are judged ONLY on instances in which the search query precisely matches the keyword, regardless of match type. This is referred to as the exact match subset.

You can find more info here: http://www.rimmkaufman.com/rkgblog/2010/09/28/negative-keywo...

Do you maintain "scent" from keyword to ad copy for this keyword? http://www.grokdotcom.com/topics/senseofscent.htm

If scent is not maintained you are hurting your clickthrough rate which accounts for a majority of the weighting behind quality score.

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glasner15y ago· 1 in thread

No problem. Thanks for expanding.

I didn't mean to imply that changing the match type will magically increase quality score. To me breaking them out as exact matches is about making the targeting better, both for the text ad and the landing page, which sets you up for a better quality score.

linktylrOP15y ago

Agreed. Broad match ads necessarily include less targeted ad copy which will ding clickthrough rates.

I'm fond of the "keyword trap" approach as described here http://www.clickequations.com/blog/2008/12/the-match-type-se..., but the same thing can be accomplished in one ad group with multiple match types if bid correctly.

Is this helpful matthewcford?

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