Member Avatar for arlinaallen

Does it hurt to have both phrase and exact keywords in the same ad group?

For example:

"internet marketing"
[internet marketing]

What happens? Does it help it or hurt it? Does it matter?

Thanks,
Arlina

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Short answer: it won’t “break” your account, but whether it helps or hurts depends on what you want to control versus what you want to scale. The way Google matches queries to keywords has changed since 2008, so the overlap between phrase and exact match is larger now and can make performance reporting noisier unless you structure for the outcome you want. ()

How matching actually works now: Google prioritizes identical (exact) matches when they’re eligible, then factors in ad-group relevance and Ad Rank; phrase/broad behavior was broadened (BMM behavior folded into phrase) and close variants are common. That means two keywords in the same account can both be eligible but Google will choose the most relevant candidate for the auction. See Google’s explanation of keyword matching and selection. ()

Practical options (select one depending on goals):

  • Control-first: separate match types into different ad groups/campaigns if you need different bids, ads or reports. Prevent cannibalization by using negatives (for example, add your exact keyword as a negative in the phrase/broad group). Use ad-group theming so relevance signals are consistent. ()
  • Scale-first: keep complementary match types together and rely on Smart Bidding + well-themed ad groups to find converting variants; monitor and add negatives for irrelevant queries. The Search Terms report is the primary feedback loop — use it to add negatives and new exact keywords that convert. ()

Troubleshooting checklist: if traffic looks odd, inspect the Search Terms report, add targeted negatives (don’t overdo it — too many negatives can cut reach), and watch which ad group Google prioritized for problem queries. Recent query‑matching controls also mean good ad group + landing page relevance reduces misrouting; read industry guidance on prioritization if you’re using layered campaign structures. (searchenginejournal.com)

Notes tied to the thread: — both approaches are valid; as and observed, keywords can overlap, but today’s matching logic and tools (search terms + negatives + Smart Bidding) are what should drive how you structure ad groups.

Recommended Answers

All 6 Replies

Member Avatar for selfhelpebooks

No, it shouldn't hurt at all.

Member Avatar for homehtml

Test and tracking is the key to adwords..

Setup 3 ads with different words in the ad.
Adwords is all about testing which one will out perform the other.

Work on writing ads that the user would want to click on it. Now you don't want have clicks and no sales, so be careful. That is why it's important that your landing page works in hand with your adwords...

Example of 3 ads keywords to use:

1: How to ....
......


2: Instant download .....
.......

3: ....
Buy now $25.99....


Track and test which ads bring in the sales...once you got the top 1, create more ads trying to beat that one...

Here is tip: if you have one adwords that coverts great, use that same ad, and test it on other ppc sites.. and use that ads and test in with some ezines that offer ads in their newsletters...

Adwords is just one way of getting traffic and sales... There are many newsletters online that offer monthly ads for under $50... google and you will find

Member Avatar for PCPowerUp

If u set Exact match and bid $0.30 for it and have Phrase match and bid $0.45
for it...

when the exact keyword appears, you'll pay $0.30 instead of $0.45

Member Avatar for mitz

Nice tip PCpowerup..
Testing is the key to everything!! And being able to recognize when it is working or not...
Even when you have a winner out of the three keywords, keep that one and do it again adding another two new ones.. I did this a few times and found a hidden keyword that I thought would never work for me.

Member Avatar for x3mario

Testing keyword is a good strategy to track which keyword have more clicks.

Member Avatar for lamarketingfirm

This looks like a little of an old thread. However, it's a good idea to keep all three match types in the same ad group (broad, phrase and exact).

If you get a higher CTR for your exact match, you will rank higher for it. However, people don't always use just the exact match, they may type in "best internet marketing", or whatever. So if you have broad and phrase on as well, it will catch those terms you don't have entered, and you still keep the better CTR (click through rate) of the exact match ad.

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