Thanks for the reply that helps explain things a lot more.

Definitely agree that conversions are the bottom line, I can live with a poor quality score if a keyword is converting well!

Thanks again,

Paddy

Thanks for your comment.

Basically, the idea behind using all three match types is you run with them for a few weeks and review which has generated the highest Quality Score. You can then choose to either continue to run with all three or delete the match type with the lowest score.

Until you run all three match types, you will be unable to find the best performer and broad match keywords can generate a higher score. I wouldn’t recommend starting off on bidding on broad match but once your campaign has been running a while and you have backfilled with negatives, this is definitely a test to try.

Improving your Quality Score should come second in line, with conversions coming first. If you are generating conversions with a good Cost per Conversion but your Quality Score is low, I wouldn’t remove the keyword if you can’t improve the Quality Score.

Hope this helps

Sam

Thanks for the blog post. One of your questions interested me most –

“Are you bidding on the three match types?”

Have you found this to have a good impact on quality score? I often bid on exact and phrase match to test which one performs better and what keyword variations there are, but I’d never really thought about using this as a way of improving quality score before.

Cheers.

Paddy