A pay per click company needs to be extremely careful when approaching match types and bidding strategy. Getting it right is absolutely necessary for giving your new account the right start. If done properly, the combination can get more and more relevant and quality traffic to your website. So, if you want to get the best performance, you need to make sure your PPC company utilizes a tiered bidding strategy.
Match types and tiered bidding strategy
Let us begin by looking at the things we want each of the match types to cover and the essential role they play in advertising.
With these match types, SEM managers can target particular queries as well as users with a particular ad text. If you use a granular account structure, your ad text can match up directly with what a searcher is looking for. A quality score is achieved when the ad text, search query and the landing page match up exactly.
In case of a tiered bidding approach, exact match is considered to be the most useful match type.
With this match type, you can support the keywords you haven’t covered in exact match. If you use this properly, you can target long-tail search strings, while still displaying relevant advertisements.
It is necessary to include your phrase match keywords and “route” keyword phrases in order to set up a proper tiered bidding strategy. Suppose you are a seller of shoes; then, you would be benefited by having the following keywords on phrase match: Brown Woodland Shoes; Black Woodland Shoes; Green Woodland Shoes etc.
You may not be having a search query that says “size 12 brown Woodland shoes” but you will still have a relevant advertisement to come up with. Again, it should be said that relevant ads and landing pages together make better quality scores and lower CPCs.
Broad and Broad Match Modified
Despite being the gravest enemy of an SEM manager and Google’s moneymaker, this match is used sparingly by a professional pay per click company but does give unique, long-tail search strings. According to Google, more than 25% of its users use unique search strings that have never been searched for before; so it is quite impossible to cover each and every query with exact match.
Broad match can be used for catching all the long tail search queries that do not match the phrase or exact match keywords.
If you want to implement the tiered bidding section of this strategy, you will have to lower your bid on the basis of match types. For instance, exact match: $12; phrase match: $10; BMM: $9
Ideally, if your account structure has been set properly, the exact match keyword should be having the highest quality score. With tightly themed ad-groups and campaigns and highly relevant advertisements and landing pages, this is likely to be the case.
Phrase should ideally follow suit on the basis of the same theory, but you may be having a slight decrease in quality score due to lesser relevancy for certain search strings or a decrease in the CTR or click-through-rate due to the display of not-so-relevant queries.
Google says that quality score is calculated for each of the search strings, so you will need to monitor queries and match types. Once you get yourself enough historical data, fluctuation in quality score is likely to slow down to a great extent.
With this bidding approach, you can have your exact match type keywords displayed for the users. Broad and phrase support exact match get you terms that have not been added as an exact keyword. Broach match or broad match modified helps you get the new queries that users are looking for, that were not there in your original build.
Run Search Query Reports
To ensure the success of this strategy, you will need to go on adding new search strings that are being caught by broad match and phrase keywords. You should run search query reports on a weekly or biweekly basis and make sure you go on adding new search strings that are more frequently used as exact match keywords. Implementing this strategy may not be easy, but it will definitely provide you with greater ROI.
Your pay per click company can surely go on with bid optimization, but tiered strategy may be tried, as that gets you greater number of search strings to the best match type and displays the right advertisement.