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AdWords Exact Match – Don’t Be Too Exact

So today I set up a campaign on AdWords with the intention of bidding on about 11,000 specific keywords.

Every one of my keywords was set to exact match in Google, and my bids were high for these ultra specific keywords.

The ads were not showing after 6 hours so I got on with Google support (via a chat session) and this is what transpired:

Google AdWords Rep: Hello. Thanks for contacting Google AdWords. I’m happy to help you.
Google AdWords Rep: I understand that some of your keywords in your ‘X’ campaign are not showing, is that correct?
Me: yes just some of them
Google AdWords Rep: Are you seeing any specific messaging that says this?
Me: no but when i search for that specific keyword (i did exact match) the ad doesnt show
Google AdWords Rep: Also, I see that there are a number of ad groups in this campaign, is there one specific one that we can take a look at?
Me: sure take a look at Ad Group: XXXX
Me: if i type in the keyword XXXXX the ad doesn’t show at all to give you an example
Google AdWords Rep: Ok, no problem. Let me take a look at this group.
Google AdWords Rep: Taking a look at this group, it appears that all of your keywords are very specific. Our system has seen that there is a very low volume of search being performed on these keywords, so your ad is not appearing for these. Once the volume picks back up, the system will automatically start showing your ads on these keywords again.
Google AdWords Rep: What I would suggest is instead of using exact match, try either phrase or broad matching for these keywords.
Me: so I am being penalized for being very specific?
Me: my goal is to be as exact as possible
Google AdWords Rep: I understand that. The system isn’t penalizing you, because of the very low volume on these words, the system will not show your ads until there is enough relevant traffic on the keywords.
Me: OK
Me: good to know
Me: i will leave it be then
Me: and add some phrase matches
Me: Thank you
Google AdWords Rep: That is a great idea. That way if it picks up on the others, your ad will be eligible to show on more keywords.
Google AdWords Rep: No problem, is there anything else I can help you with today?
Me: nope Thank You very much!

So essentially Google is wanting me to spend more money with them on that specific campaign before the keywords start appearing. I understand why – you have to feed Google some green, and it will be kind in return.

So to get the campaign going again, I added some phrase match keywords and things started picking up. Sure enough – my other exact match keywords started appearing in searches as well. Hopefully this info helps some of you out when you are bidding on your campaigns.