PPC Campaign Optimizations Using Match Type Analysis

Saturday, July 25th, 2009

Pay-Per-Click (PPC) Paid Search Advertising Campaign Optimizations Using Match Type Analysis

To improve overall PPC campaign efficiency, a match type analysis is extremely important and one which has helped us drive further reductions in Cost-Per-Click (CPC) and improved conversion rates. It reveals whether CPC charges are higher than they need to be.

Exact, Phrase & Broad Match

A keyword using exact match for example, will generally have a lower CPC than that same keyword using broad or phrase match – assuming the same bid across all match types. As part of the determining factors for Quality Score, what is important is the relationship between the landing page ad copy, the ad copy associated with that term and the exact match form of the keyword. To optimize the paid search advertising account structure, we strive to generate the majority of clicks from exact match. The logic being that a click for the same keyword using exact match will be less expensive than broad or phrase match.

This strategy must be balanced however with the fact that broad and phrase match types have the special attributes of matching relevant queries with keywords being bid on so there is no denying that the majority of impressions in an optimized account structure will come from phrase and broad match types while the majority of clicks should come from exact match. The expectation therefore, is that click-through rates will be higher for exact match. However, in an Adwords search query report, it is broad and phrase match that provide the keyword expansion opportunities.

CarbonFoot Interactive srategy for client accounts is to comb through the campaigns on a regular basis to ensure all keywords that live in broad or phrase match types are live or at least test in exact match. In addition, we try keeping broad and phrase match live on select terms that drive effective clicks and conversions.

Our ultimate goal with optimization of match types is to minimize cost of running your campaigns WITHOUT reducing click volume. The additional benefits are a reduction in CPC and improvements to CTR. Often times this is accompanied by an improvement in Quality score for the terms, adgroups and campaigns that have had exact match activations.