Why It Is Advantageous To Use Exact Match Keyword Campaigns In Google AdWords

Build a refined campaign that can save you money.

Utilizing Google AdWords can be an intimidating undertaking. There are multiple moving parts to consider when it comes to running a successful AdWords campaign. Implementing exact match keyword campaigns is an advanced step and should only be attempted when there is a significant amount of data you can refer to in your account (at least a 100 clicks). When you first start a campaign, you do your keyword research using the Keyword Planner (for more information on this, read our blog post on the Google Keyword Planner). Here, you use your best judgment to pick out keywords that you think customers will use to find you. Google helps you out also by making suggestions. Then the data starts to roll in. Let’s assume you are using broad match keywords in the beginning.

The Pareto Principle (the 80/20 Rule)

After some time of optimizing your account, you will start to notice that in your broad match keyword campaigns, there will be a handful of keywords that are doing most of the heavy lifting (usually). This is the 80/20 rule; 80% of your business from AdWords is coming from 20% of your keywords or efforts. There are two major forces at work here, and they are both equally important! Number one—your ads are being triggered by the exact word in your broad campaign. Let’s look at an example:

Say you are a marketing company and you have a campaign set up to bring in AdWords clients. You start a broad campaign, and you target the word “adwords management”. Now, with this word and the match type targeting you have, you will get a myriad of keyword phrases related to this phrase. After reviewing your data and looking at your search terms report, you find that this word is being triggered by the exact phrase more times than not.

What this means is that you can take this exact phrase and create a new exact match campaign using this word. By creating this ultra-refined campaign, you accomplish many things at once. Let’s take a closer look:

Benefits of creating exact match campaigns:

  • Helpful for budget allocation
    • For example, let’s say one week you want to dial your budget back. You can simply turn on only your best performing campaign and know that your money is being used most effectively.
You can see here in this client account that the exact match campaign performs much better than the broad campaign. For this reason we allocate much more of the budget to this campaign.
  • More relevant ads
    • Now that you have an exact phrase, you can use this exact phrase multiple times in your ad. This will most likely attract the user to your ad, and Google helps you out by emphasizing this phrase in your ad (in bold type).
  • More relevant landing pages
    • Now you can route your more relevant ad to an even more relevant landing page. This will boost your quality score and help your conversion rates. For example, you can use this exact phrase in your headline and supporting text to create a seamless experience.

Now let’s look at the second way to build your exact campaign out further. When you look through your data, you will see certain phrases that trigger your high performing keywords. They are not your exact keyword, but they still trigger due to the broad match targeting you have. You can now split these phrases into your exact campaign. This is a bigger deal than it seems—here’s why:

Benefits of using phrases that trigger broad keywords:

  • These phrases will usually be cheaper than the broad term you are targeting
    • For example, if you are targeting “adwords management” in your broad campaign, you may pay $10.00 per click. Once you look through your data, you see that the phrase “adwords management tampa” is triggering your broad term, and this phrase is converting at a high rate. Usually a more exact phrase such as this will be cheaper, perhaps $7.00 per click. You can then use this more specific phrase to target this cheaper and more qualified traffic.
  • More relevant ads and landing pages as discussed above.

To sum it up, when you use an exact match campaign, you will get more qualified clicks for less money. You can create a better, more relevant path for your customer that will usually result in a higher conversion rate. You will also have a more refined campaign that you can use when you are scaling back your budget.

Elliot Alicea – Author

Co-Founder of Empirical360


Elliot is a Co-Founder of Empirical 360 and is extremely passionate about creating highly effective marketing campaigns. He places ROI above all else!

Shea Duncan – Contributor

Lead Content Producer


Shea is an expert content writer and is a classic literary nerd! She loves writing highly engaging content and has a knack for making it convert!