Google AdWords Marketing: Exact Match Bidding

[thejenn]

Authored by: Richard Ball

Full Text: http://www.searchengineguide.com/ball/006326.html

A Snippet:

The use of both broad and exact matches in Google AdWords campaigns can be a great boon to your marketing campaigns, find out why.

[StupidScript]

Veddy interesting ...

We use long exact match phrases because our visitors tend to be more willing to convert as they get to the end of their "research phase" of surfing and searching. They start that phase with short terms (like "womens clothing") but they never convert for us at that stage. By the time they have done some research, they are searching for more refined phrases (like "womens clothing dresses madison wisconsin"), they are ready to convert. They may have visited us a couple of times using more broad phrases to get to that point.

A higher bid will be necessary to maintain the ad's position for this keyword phrase.

The only trouble with this is that a higher bid will not hold the position for long, and you'll need to keep bumping up the price if you don't do anything else to help out your ad's click-through rate, which is far more important to positioning in Google.

Relevance to the search (and the searcher's hidden search phrase history) is the most important Google positioning attribute, and that is determined by a number of factors including click-through rate and landing page relevance score, among others.

I'll have to digest more of the article, but it looks interesting, for sure.