How to track performance of Exact Phrase & Broad Keywords without any internal competiton

H
AdWords Google Ads Internal Competition
AdWords Google Ads Internal Competition

It is a highly recommended strategy to have separate ad groups for different matchtypes of the same keyword to track the performance separately. Just creating these ad groups however will not ensure that the data is properly tracked. This arises due to internal competition between ad groups. lets look at the keyword matchtypes in more depth to understand this using an example

Lets assume we have 3 ad groups with the exact, phrase and broad keywords of the same keyword london hotel

  • exact match will only trigger when a user searches for london hotel
  • phrase match will trigger when a user search has the phrase in it. eg : best london hotel, london hotel rates. Phrase match can also trigger when a user searches exactly for london hotel. Hence the phrase ad group competes with exact ad group and gets some clicks from the exact searches
  • broad match will trigger when a user search is related to london hotel. eg : hotels in london, london’s best hotel. Broad match will also trigger when a user searches exactly for london hotel and if the phrase london hotel is present in the search term. Hence Broad ad group competes with both phrase and exact and get some clicks from exact and phrase searches

This internal competition is best avoided as the cost is unnecessarily increased and the performance data is diluted because of clicks triggered from other matchtypes. Use the following strategy to avoid internal competiton

  • use exact match as a negative keyword in phrase ad group. This will prevent phrase ad group from entering the auction when a user searches exactly for london hotel
  • use phrase match as a negative keyword in broad ad group. This will prevent broad ad group from entering the auction for all searches containing london hotel including the exact search

The above strategy ensures perfect tracking of performance data and zero internal ad group competition.

PS : This is one of the features of AdNabu’s campaign creation and all campaigns created through us will have the above strategy automatically implemented

LEARN HOW TO STOP INTERNAL COMPETITION WITHIN AN ADWORDS ACCOUNT?

About the author

Salil Panikkaveettil

CEO and co founder of AdNabu. Exploring the intersection of data and marketing

Follow Us!

Archives