AdWords principles reiterates that “A keyword you do know should always perform better than a keyword you don’t know”.
The fundamental issue is that we target the keywords, but our customers type search queries. If you can match what a user types with well targeted ad copy you can increase your CTR and therefore increase your Quality Score. Which as we know means we pay less per click or gain a higher ad rank at the same bid.
Search queries can travel from one broad match keyword to another
Sometimes we noticed when we increase the bid on a broad match and suddenly we get lots of traffic overnight on that keyword but the entire account gains no more clicks. It is because of multiple non-exact keywords have competing to the same search term, sometimes the search term’s traffic migrates to the higher bidded term. This is Google’s alogrithm working as it should and maximizing your clicks with the constraint of your bid and/or your budget.
How do we fix the above scenario?
The first thing is to do to add all your high spending and/or high converting search terms as exact match keywords to the account. We can use the AdWords Search terms report to find our search terms. AdWords will (generally!) match the search term to the best matching keyword in account. We say “generally” because if our bid is too high on a non-exact match type we can experience “misrouting”.
Misrouting occurs when we have a search term on exact match in our account but AdWords is still matching a broad or phrase keyword to this term. The main reasons for this are:
- We’re bidding higher on the broad match keyword which is getting matched to the search queries
- We have an ad in your broad match ad group which has a higher CTR.
Most of the time the first reason is the culprit and simply reducing the bid it will fix this issue, but there are other ways to solve misrouting.
- Segregate your campaign based on the keyword match type.
- Add all higher spending and/or converting search queries in a exact match type keywords.
- Always bid higher on exact match than phrase than broad match