Yahoo Matching Types
Submitted by smile66603 on Wed, 05/09/2007 - 01:28.
I just finished re-reading section 6 of Jeremy's book and had a couple of questions.
This is something I always get confused about. Does the upper level match type override the lower level match type? For example, if I have the Campaign match type set to Standard, and the Ad Group match type set to Standard, but by default the Keyword match type was set to Advanced, what would be the match type of my keyword?
Also, Since Yahoo’s Standard match type is similar to Google’s Exact match type, is it unnecessary to use negative keywords with Yahoo’s Standard match type since your ad shouldn't in theory match any unnecessary searches?
One more thing I was wondering about. Is there any advantage to running the same keyword in Yahoo in 2 different ad groups with different match types?
I've read a couple of books on Google AdWords and they all mention running some of your keywords using all 3 match types, but doesn't Google give better position to exact match type, so would this technique be to take advantage of that? Yahoo doesn't do that anymore does it, so would it help to use this technique on Yahoo?
Thanks,
James
Re: Yahoo Matching Types
Great questions!
From what I can see in my own campaigns it looks like the Keyword matching status can override the AdGroup or Campaign matching types.
In theory, you should not need negative keywords with standard match, however, I'm sure you've seen some examples in your own campaigns where standard match didn't behave as expected. I add the negative keywords to my AdGroups whether I'm doing standard or advanced match. I think I do this more out of habit than anything else, but it's a good habit to have.
I always advise bidding separately on different match types when using Google and Microsoft, however, I really haven't done this in Yahoo because their match types behave so much differently (and sometimes unpredictably). It would be interesting to do a test and see if there are any advantages.
Bidding on each match type allows you to cover the core keyword (exact match) and all variations (broad/phrase match). If you have all three keywords in your campaign you can set different bid prices for each match type. This may make sense if the exact matched keyword converts slightly better than the broad matched keyword or vice versa.
You're right about Yahoo - they no longer reward the exact matched keyword. Their new PPC algo just looks at numbers (CTR X max bid price).