How to manage different types of keywords when you’re getting started
- Start with exact match keywords only.
- Copy the ones that work and turn them into phrase match, putting them in their own campaign (and/or adgroups).
- Add the exact match version as negative keywords to each phrase match adgroup, so that your exact match campaign will still get the exact match impressions, and phrase match will only get the additional variations.
- Check Search Term Reports on at least a weekly basis to give you ideas for more negative keywords to use.
- If you are going to use broad match to add still more volume to a campaign, put these terms in a separate campaign or adgroups, use Modified Broad Match (we recommend to avoid using broad match without the broad match modifier) and check the search terms report frequently to cut out wasteful spend from queries that don’t make sense. Don’t forget to add the phrase match version as negative keywords to each broad match adgroup, so that your phrase match campaign will still get the phrase matched impressions, and your modified broad match campaign will only get the additional variations. You may need to experiment a little by removing the negatives, if you are not getting any traffic in your broad match campaign. You want to be careful not to steal exact matchable impressions and phrase matchable impressions in your broad match ad groups.