Messy Match Types & Account Structures | EP204 PPCChat Roundup

Updated: May 19

In today's episode, we have Julie Bacchini lead the discussion on the topic of messy match types and account structures. This is based on a tweet towards an article that PPCKirk, AKA Kirk Williams wrote on behalf of his company Zato.


It was him talking about keyword match type and segmentation and whether keyword match type segmentation is dead. When I started, especially, it was very much you separate keywords and different match types in different ad groups or even different campaigns, if the budget was big enough. But right now the question is, is there any points to doing that anymore?

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There's a whole article and quotes and research about that. I'm not going to give any tips on it. You just need to go and read it and you figure out what the different match types are useful for now. Whether you agree with the suggestions of what is best to be used now, compared to before, especially with the issue of close variants and whether that has really messed up how we do match types.


Listen to this podcast episode on the best ways to get around messy Match Types and implement better Account Structures:

The questions covered were:


Q1 Which keyword match types are you currently targeting in your Google Ads campaigns? Why are you using or not using the available match types (broad, phrase or exact)?


Q2 Are you currently running campaigns with segmented match types in Google Ads? If so, why and if not, why not?


Q3 Part of the argument for not segmenting match types in today’s Google Ads accounts is that machine learning (ML) does better if you don’t segment. Has this been your experience?


Q4 Have you changed the way you set expectations for newly unsegmented or existing unsegmented campaigns in Google Ads?


For any feedback about the podcast, or maybe you want to give a correction about anything that has been shared to get in touch with me on Twitter, my DMS are open on the handle, @themarketinganu, or on LinkedIn.


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