CTR please help

[RonnieG]

I do not run real estate ads on Content network (adsense sites). Too little control, no negative keywords, no registrations, and very low CTR. Besides, I have no problem spending my monthly PPC budget exclusively on the Search network, with much better ROI.

I don't use any exact matches. None. Tried them for awhile and got rid of them. Too hard to manage so many possible keyword combinations. In fact, my average CTR and conversion rates went up for all ad groups when I converted them all to phrase matches. Now, I use primarily phrase matches, and just a couple of broad matches in each adgroup to catch anything the phrase matches don't catch.

My typical adgroup has only 12-14 very community specific phrase match keyword combinations, and one or two broad match "catchall" terms. Remember, as I have posted elsewhere, keywords and ad text really need to be the same basic words, and there are only so many possible combinations of the words you have in the ad that make logical sense as keyword phrases. From review of my stats, it is pretty amazing to see all of the various combinations and permutations consumers can come up with though!

[itgl72]

in some very Positive CTR stats. Last month, my lowest CTR ad was 3.5%, highest almost 18%, and the average of 25 ad groups was right at 10%.

LOL Great stats! You are the PPC madman!

[itgl72]

I don't use any exact matches. None. Tried them for awhile and got rid of them. Too hard to manage so many possible keyword combinations. In fact, my average CTR and conversion rates went up for all ad groups when I converted them all to phrase matches. Now, I use primarily phrase matches, and just a couple of broad matches in each adgroup to catch anything the phrase matches don't catch.

REALLY!? Hmmmm... Interesting as I sit and ponder.

I'm interested in why my exact match [mycity homes for sale] has 3 clicks 289 impressions with CTR 1.03% but my phrase match of "mycity homes for sale" got 0 accross the board. What am I missing, or not understanding here? Is exact match just taking priority over phrase match on the stats?

[RonnieG]

Is exact match just taking priority over phrase match on the stats?

Not likely. But, delete the exact match and leave just the phrase match for a week or so, and add a broad match with a slightly lower bid than the phrase match for the same phrase, and see what happens. I'll wager your impression counts and CTR will improve, and average CPC should go down.

Plus, be sure that every state name and every state code except yours are in your campaign negative keywords list.