This specific Google AdWords question came from the SEOChat Forum.
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?
Campaign Name: New York Sushi=Exact
Keyword: [new york sushi]
Campaign Name: New York Sushi=Phrase
Keyword: "new york sushi"
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...
There are several ways experts do it and many may differ with my opinion. Many experts set up your match types in different campaigns, or at least adgroups. For your situation, I don't think you need to complicate it to that degree.
You don't need to set them up as three different campaigns. You could even put all your match types in the same adgroup (but not all your keywords in the 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)
-how to make
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 your bid accordingly for projected ROI for each match type.
It might be a far stretch to expect to get a reservation out of a visit to the website 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 and never said where they discovered the restaurant.
Three conversion mechanisms you might consider that can be tracked 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 & newsletter sign up
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.