Question

If wanting to use phrase match & exact match they need to be in different adgroups or campaigns so they don’t compete?  

Answer 1

Not necessarily, but it is recommended to do it at the adgroup level, more specifically for broad match modified, to segment cross negatives

Comments

@cotten4 if u have only 1, 2 ad groups or few keywords. maybe by ad group is fine. but anything else, match type campaign is the best possible. tried n tested. just own opinion only.  

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Agreed, but it is dependent on budget. My largest clients, we segment at the campaign level by geo/match type/audience/device. But it only makes sense with big budget accounts, otherwise you dilute the budget to much.  

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@cotten4 that was what i thot too. but small or big budget, just use a shared budget for these 2 campaigns u set up (bmm+exact), and it works great! but of coz structure n type of keywords is impt b4 this can work. if structure is wrong, this would not work or perform well enough too. of coz u need to rem to negative the exact keywords from bmm. u can try it. it really works!  

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@proctology what’s considered big and small budget

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@disintegration205 varies. My smallest is $500 a day, my largest is $125k per day

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@cotten4 you have someone with a 100k plus budget a day. Wow  

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@disintegration205 depends on type and number of keywords u looking at. if u have only $50/day but want best possible results from a series of $20, $30 per click type of keywords for 6 mths, then i would prob save that money for other stuffs.  

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@disintegration205 mo money, mo problems

Answer 2

You need to segment it in ad group and I will exclude exact match in phrase match adgroup.  

Comments

@obese that’s what I thought. Thank you

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@disintegration205 go ahead and test and learn.  

Answer 3

Do it by campaign level (only bmm and exact), negative exact keywords from bmm. ad groups have to be structured till its very tightly themed around your keywords, depending on keyword planner data. no need for phrase match.  

Comments

@proctology my business is pest control. Having those to words in that order phrase match always made sense ?  

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Depends. to me phrase is optional. you have to decide and structure it properly for it to work well (bmm and exact) Eg; +pest +control +services instead of +pest +control +kit would be what you want.  

Answer 4

Dont bother with phrase, stick to exact and BMM, duplicate all campaigns against those two match types, negative out the exacts on the BMM campaigns