Broad or exact match – which works better?

Google continually tells us to use broad match in its campaign optimization recommendations, and improves the account optimization rate when we do so. On the other hand, the concept of exact match, which reduces traffic and displays ads on specific keywords, would intuitively generate better results.

Google describes match types in this Google Ads Help article . It sets up three match types for positive keywords, i.e. the keywords for which we want our ads to appear in Google search.

• Broad match: Ads can appear on searches that are related to your keyword, even if they don’t contain the keyword terms.  nigeria telemarketing This is the default, allows your ads to be shown to more people, and reduces the time required to build keyword lists.
• Phrase match: Your ads can appear on searches that include the meaning of your keyword. The meaning of the keyword can be implied, and users’ searches can be a more specific form of the meaning. It allows you to show your ads to fewer people than broad match, but to more people than exact match.
• Exact match: Ads can appear on searches that have the same meaning or intent as your keyword. This is the most restrictive match, resulting in ads being shown to fewer people and to those searching for the exact terms added to the keyword list with this match.

Details of the study can be found in the article “Broad or Exact Match? Our Study Indicates It’s Time to Re-Evaluate Your Matches and Bidding Strategy” . However, a few key takeaways:

2,637 accounts were studied, from different countries, different industries and with different levels of spending. Of these,  email campaign manager for creating and sending effective emails 1,402 accounts exceed a monthly spending of USD $10,000, and 1,235 accounts have a spending of less than USD $10,000 per month. In addition, all accounts meet the following criteria:

• The accounts studied have both types of agreement: broad and exact.
• Accounts have 90 or more days of investment in the pipeline.
• Accounts can be in any vertical and with any level of spending.

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• 56.55 % of the accounts had better  email leads database unemployment with EXACTA, and the median percentage difference is 77.96% .
• 27.34 % of accounts in AMPLIA performed better, and the median percentage difference is 36.96% .

• 85.65 %  of the accounts had better unemployment with EXACTA, and the median percentage difference is 84% .
• 18.88 % of accounts in AMPLIA performed better, and the median percentage difference is 36% .

• 70.79 %  of the accounts had better unemployment with EXACTA, and the median percentage difference is 100.71% .
• 27.48 % of accounts in AMPLIA performed better, and the median percentage difference is 52.52% .

• The data indicates that most accounts with EXACT match perform better across metrics, and the median percentage difference is also better for accounts using EXACT match.
• The data also suggests not making any radical changes to your account if BROAD match is already generating good results. However, consider testing to reap the potential benefits indicated by the numbers.
• Continue to evaluate your accounts and bidding strategies to optimize costs and improve performance. Today’s results are no guarantee of future results.
• Only test AMPLIA with the proper protections in place and the necessary budget provisions. AMPLIA will show your ad more often, generate more clicks, and increase the total cost of your campaign.