Using Multiple Match Types For One Keyword

Posted on 29.06.16 by Josiah Shelley in SEO clock 1 min read

I have had plenty of conversations with colleagues and Google Adwords Support workers about using multiple match types for one keyword. While this practice is promoted by some of top Pay-Per-Clicks gurus such as Brad Geddes, there is still a lot of controversy about its functionality and use. Several Google AdWords support members informed me that they do not recommended using multiple match types for one keyword and do not consider it an effective practice.

Is there even such a thing as a universal best practice? Google discourages using multiple match terms because of overlap resulting from duplicates. Google support discourage the mentioned approach in order to prevent variations from stealing traffic from the actual keywords that should be receiving the impressions. Nonetheless, this problem can overcome by either increasing the bids for the phrase and exact, or by adding negative match type keywords to each perspective AdGroup or campaign.

I use multiple Match Types for a keyword because I want to make sure I cover all my blind spots. Including broad or modified broad match type keywords provides you with a wider spectrum of impressions and more reliable insight into new keyword opportunities. This strategy also allows me to have full control over bidding because more restrictive match types normally cost less per click. To show the appropriate match type given the search query, Bid Stacking must be applied first. As long as you are relying on bid stacking and have properly implemented negative keyword match types to each underlying match group, I don’t see any harm in using multiple types.

About the author Josiah Shelley

Co-Founder at Reach Digital and strong advocate of "Awesome" work culture, Josiah is an MBA grad who is passionate about digital marketing and pushing boundaries in every area of his life.