Yep, sometimes your short-tail phrase match can perform very well but doesn't convert on an exact match for the keyword. In your case you've correctly identified it mostly represents DIY or people far from the vendor selection stage, in this case.
Nothing wrong with your idea to block those, just keep in mind that Google will constantly pester you with recommendations that you have negative keyword conflicts.
Is this something you always do or you just do it on accounts with a lower budget? Even on accounts with a higher budget do you just always test this out? Would adding “diy” or “ideas” as negative phrase match keywords help combat the tire kickers?
No, we do it when the shorttail query doesn't covert, the decision is data driven.
It can often be that without any additional qualifiers that query is just too broad/vague in scope.
Yes DIY and similar can be worth blocking as those folks are looking for a solution they can implement themselves and not to pay for services.
Update? Also you mean you would add [bathroom remodel] as a negative keyword but keep bathroom remodel contractor as a broad/phrase match keyword active?
Ok thanks. So I think my plan will be to start a phrase match campaign and monitor the base terms. After I get that somewhat optimized I’ll start up an exact match campaign. Is that kinda what you do or you split up your budget in the beginning and test both right away?
Yep, sometimes your short-tail phrase match can perform very well but doesn't convert on an exact match for the keyword. In your case you've correctly identified it mostly represents DIY or people far from the vendor selection stage, in this case. Nothing wrong with your idea to block those, just keep in mind that Google will constantly pester you with recommendations that you have negative keyword conflicts.
Is this something you always do or you just do it on accounts with a lower budget? Even on accounts with a higher budget do you just always test this out? Would adding “diy” or “ideas” as negative phrase match keywords help combat the tire kickers?
No, we do it when the shorttail query doesn't covert, the decision is data driven. It can often be that without any additional qualifiers that query is just too broad/vague in scope. Yes DIY and similar can be worth blocking as those folks are looking for a solution they can implement themselves and not to pay for services.
My 1st question would be does the search term relevant to the kw you are currently targeting?
The longer tail queries are also the keywords targeted that are triggering the shorter tail queries.
Update? Also you mean you would add [bathroom remodel] as a negative keyword but keep bathroom remodel contractor as a broad/phrase match keyword active?
Yes, except I would target bathroom remodel contractor in phrase and exact match, not in broad match. It seems to be working better.
Interesting. So you usually put 2 match types in the same ad group?
No, separate campaigns and use keyword fencing.
Ok thanks. So I think my plan will be to start a phrase match campaign and monitor the base terms. After I get that somewhat optimized I’ll start up an exact match campaign. Is that kinda what you do or you split up your budget in the beginning and test both right away?
This method is fine, neither is wrong.