Why is exact match still relevant in PPC?

[Dimaeiya333]

Explore the synergy between exact and broad match keywords and harness the power of machine learning while maintaining control over your advertising campaigns.
Broad match can learn from past conversion activity . It can also use data about users’ previous searches, other keywords in your ad group, and landing page content to help your ads show on relevant searches. Broad match also has more learning capabilities than phrase or exact match. But if broad match can do all these things, is exact match even necessary?

Let's walk through the journey of one sample advertiser to see which keyword ma lithuania mobile database tch types worked best for them and the reasons behind their decisions.

Impression share
Impression share is a useful metric that shows how often your ads were shown compared to how often they were eligible to be shown. It can tell you how much more volume you could achieve. You can view this metric at the campaign, ad group, or keyword level.

Our particular advertiser is in the housing finance industry. When he looked at his keyword-level impression shares for his top keywords , he found that his impression share was hovering around 20% at most.

Since they wanted to be shown more on these top and most important keywords, the only options they had to increase their impression share were to increase their CPA or increase their Quality Score . This advertiser's Quality Score was mostly 7, so they decided to increase their target CPA for these ad groups. Over the next two months, they slowly increased their target CPA. Their conversions did increase. Their CPA increased more than their bids, but they didn't mind. However, their impression share barely increased even with the fairly significant bid increases.

The client was using mostly broad match keywords in their account. After some discussion, they decided to add exact match keywords to these ad groups and perform an in-depth analysis of the search terms.

After adding exact match terms, they could now see impression share for their top keywords. Impression share doubled , and for one keyword, even tripled. Because impression share is calculated every time a keyword is eligible for the auction, exact match keywords provide the most accurate idea of ​​how often you might appear for your top search terms. They were showing much more for their top terms than they realized, and needed to explore other keyword options to get more volume.