If implementing the strategies outlined in Brad’s post on match type organization: http://certifiedknowledge.org/blog/3-strategies-for-organizing-your-match-types/ – is there any downside to doing this on low volume keywords? For instance, you have an ad group that have some keywords that are high volume, and others that are lower volume. You add multiple match types across the board for all keywords because it’s harder to pick and choose. Will this cause problems with the lower volume words in terms of the warning Google gives when they say “your ad is not being displayed because not enough people searching for this term”, etc.

Eric,

For low volume words, I rarely organize them by match type – its usually not worth the time and effort involved.

If you do organize them by match type, you’ll probably see more of the warning ‘your ad is not displayed…’; however, that does not negatively affect you.

Brad,

How do you do this from a practical standpoint? Say you have an existing account that has been running for a month or two on broad – in ad groups and in campaigns there are high volume and low volume keywords. Isn’t it easier to do a blanket policy of going through and duplicating each ad group (or campaign) with an exact match and phrase match versions in AW Editor?

Or do you pull low lower volume terms (say under 20 clicks a month) first and then perform the duplication?

Your help is greatly appreciated.

Eric,

Fist make sure you want to organize by match types. Often leaving them in the same group is OK. The main reasons to do it are for budgets, different ads, etc.

From a practical standpoint. I first start by determining what organization to use.

The easiest one todo is by campaign. Essentially, you can take the data, change all the match types and campaign name, then import it back into the editor. Then, change the match type and campaign name again, and import, etc. If you are making a brand campaign, then also remove all the brand terms from these campaigns as they will go into their own campaign.

Separating by ad group can be more difficult. First, I’ll determine the ad groups or types of keywords should be separated in this manner.

Next, I’ll download the data into Excel with the last month of info. Next, I’ll sort by impressions. If I’m going to leave the low volume keywords where they are, then I’ll delete everything under X. X is a wide variable. For large accounts this could be 1000; and for smaller accounts it might be 20-100. If I’m going to put low volume items in their own ad groups, then I’ll put the low volume words in a new sheet and change the ad group name to end with ‘low volume’ or some naming convention.

Now the harder part – putting your keywords into the correct ad groups. For this you might use a variety of sorting, find/replace, etc to move the keywords around. I’m not sure of a super simple way to do this last step as it really depends on how many ad groups you have, if the ad group names are similar to the keywords for sorting purposes, etc.

Hope that gives you a starting place.

Thanks Brad, now it makes a lot more sense.