Making Sense Of Google Match Types
Google match types can be confusing to paid search campaign managers. Our agency makes it simple by identifying a strategy that works for all clients.
Google Broad Match
Verdict: never use it
Example: many accounts I’ve inherited contained widespread usage of uncontrolled broad match
Result: ads were triggered by irrelevant queries, leading to inefficient spend and inaccurate reporting
Google Phrase Match
Verdict: controllable, but somewhat irrelevant after the release of broad match modifier
Example: keywords can only be added before or after the actual keyword phrase
Result: casts a wider net than exact match, but is more limited than broad match modifier
Google Exact Match
Verdict: every keyword in your AdWords account should be on exact match
Example: best starting point for new keywords, completely controlled and accurately measurable
Result: an advertiser can report, analyze, measure, and expand upon successful keywords
Google Broad Match Modifier
Verdict: every keyword in your AdWords account should be on broad match modifier
Example: in the account structure, advertisers have all keywords within ad groups on both exact match and broad match modifier
Result: the account has cast the widest net possible without risking irrelevant matching and/or inefficient spend
By following this Google match type strategy for all clients, Lead Horse has achieved success through casting wide, yet efficient visibility nets.
In an almost unprecedented move, Google pre-announced (on June 2nd) that a broad core algorithm...