PPC.....Pros...Help!

PPC pros.....i'd appreciate any input you can give on this subject...

I am trying to learn how to setup a keyword using "broad, exact and phrase" matching.

Lets say i have a restaurant that serves Sushi in New York.....Using the the keyword NEW YORK SUSHI.

1) Would you setup each keyword type under a different Adwords Account?

Ex. a
Campaign Name: New York Sushi=Exact
Keyword: [new york sushi]

Ex. b
Campaign Name: New York Sushi=Phrase
Keyword: "new york sushi"

Ex. c.
Campaign Name: New York Sushi=Broad
Keyword: new york sushi


2) Would you create a different ad for each keyword match type?


3) How do you prevent overlapping? If someone does a search on NEW YORK SUSHI...will your ad come up 3 times...or not at all? How do you prevent this?


Thanks very much guys...i certainly do appreciate any constructive input...

~Tony

There are several ways experts do it and many may differ with my opinion. I think GaryTheScubaGuy sets up his match types in different campaigns, or at least adgroups. For your situation, I don't think you need complicate it to that degree.

You don't need to set them up as three different campaigns. You could even put them all in the same adgroup as long as New York and Sushi are the two main words for every keyword variation.

With a little KW research, you can see what I mean by variation.
This also gives you some negative KWs


sushi new york 10
sushi restaurant new york 10
new york city's best sushi restaurants 6
new york sushi restaurant 6
sushi new york city irving 6
sushi yasuda new york city 6
west new york sushi 6
sushi express long island new york 5
sushi new york city 5
umi sushi new york 5
best sushi in new york 3
body sushi new york city 3
dining sushi new york area 3
empire sushi new york 3
sushi bar new york 3
sushi express babylon new york 2


Negative KW Examples
-body (unless you do this)
-west (unless you are in west new york)
-irving
-recipe
-techniques
-knives
-how to make
-calories
-kit
-set
-history

Just realize you can make separate bids on different match types and you should.

Typically, exact match will cost more, while phrase and broad will not. Broad will sometimes not be relevant (but still worth doing), so you should keep an eye on the Search Query Performance report after you get enough data, so you add to your negative KW list.

As long as you set up some type of conversion mechanism, you can adjust accordingly for projected ROI for each match type.

It might be a far stretch expect to get a reservation out of visit that often and if you do, you might be discounting other valuable branding or the fact they got the address from the contact page and came to eat.

Three conversion mechanisms you might consider that can be tracked by to specific ads and kws:
1. Downloadable sushi menu.
2. Deeper menu page counted as a page view
3. Coupons in exchange for contact info.

Once you have established your conversion mechanisms, then you can bid on each match type based on how well it converts even if it's the same KW.

You want to have very similar keywords in the same adgroup so you can have lots of kw bolding, which will increase your CTR.

Usually, unless you have huge amount of categories, you would only want to set up a separate campaign because of geo-targeting.

You may want to set up two very similar campaigns one using generic non-localized keywords that appear only in a certain radius around the restaurant (based on IP).

Example: Someone within a two mile radius types in "sushi restaurant' without using the New York stem.

The other campaign would only have adgroups with the New York stem.

Your ad won't show three times, not worries there.

I'm confused...How bout we start from the begining....

So lets say....i'm in the Mortgage Business...and i want to advertize locally in my tri county area of 6 millioin people.

Here's how me (a beginner) would start. (please correct me if i am wrong).

So a keyword would be:low mortgage rate

1)setup a Campaign with the Name MORTAGE.
2)make an adgroup called FIXED MORTGAGE RATE
3)under FIXED MORTGAGE RATE...have keywords (ex.convert adjustable rate mortgage).
4)those keywords under that adgroup will be "exact, phrase, broad"
5)under each TYPE (exact,phrase,broad) have a ad that has keywords in it.

Is this correct?

Tony

If you are beginning a ppc campaign in the mortgage business I do not envy you ( I hope it's just an example).

You should name your campaign what area you are geo-targeting, since that is the main difference between an adgroup and a campaign. You should look at an adgroup as having on essence only a two word, key phrase base with stems and qualifiers on each side. This way you can always have bolding in the title and in the ad descriptions. This is how you should separate your adgroups.

You know your whole account is going to be about mortgages, so there is no need to call you campaign mortgage.

Call that one campaign -- Tri-County Area GT.
Within that campaign you can have your several different types of mortgagees. THIS is where you separate into the different types and call each adgroup by the main keyword stem.
Adgroup 1 - Fixed Mortgages
Keywords: low fixed mortgage rate, find fixed mortgage rate, house +fixed mortgage rate

Adgroup 2 - Reverse Mortgages
Keywords: low Reverse mortgage rate, find fixed mortgage rate, house +fixed mortgage rate.

Add other adgroups within this campaign.
And so on...

Each keyword phrase has at least two of the words, so it will tightly match the ad within that adgroup. Yes. you would also buy phrase, exact, and broad of each keyword phrase.

Next:

1. Geo-target this specific campaign Tri-County GT to within the tri country radius.

2. Take the WHOLE CAMPAIGN and copy it within the AdWords Editor.

Make a SECOND CAMPAIGN that is localized search based -- meaning for the first campaign you would geo-target it to only show ads in that radius, BUT this campaign you would geo-target to show ads within the whole country WITH the qualifier that someone types in:
county name + fix mortgage rate
city name + reverse mortgage rate

Name this campaign Tri County Root.
The "Root" designates it must have the name of the county in the keyword phrase.
Make another campaign call [Name of local City] Root.

You can have the exact same adgorups, but you need to ad the city or county or some other localized qualifier to every keyword.

Thanks very Much Stew!

You sound like you know your stuff.

About one other point that you mentioned, you can run the exact, phrase, and broad variants of a keyword together in the same ad group. Or you can duplicate your ad groups, and have the same ads, but call them Reverse Mortgage (broad) , Reverse Mortgage (phrase) , etc. This is easy to do in AdWords Editor.

Be sure you bid a little more of the narrower match types, and less for the broader match types.

You're welcome! I had to answer the original question because I love sushi. I had it today for lunch.