Phrase, broad, or broad match modifier: After exact, what’s the next best match type?

Exact Match is widely accepted as the Cadillac of match types in paid search, and for good reason. Queries that exactly match the keyword triggering a paid search ad have the highest conversion rate of any query-to-keyword relationship.  When used, a brand can rest assured the searcher is searching for the exact term targeted.

However, while some brands advertise offerings that can be adequately covered by exact match keywords alone, the vast majority of advertisers rely on broader match types to show ads for rare or new query variations.

In the case of brands with ever-changing, expansive product selections, broader match types are necessary to stay visible for queries which aren’t launched on exact match.

After exact match, which match type performs best?

My analysis of a number of high volume retailers that deploy multiple match types shows there might be little difference between phrase and broad match options for actively-managed accounts.

[Read the full article on Search Engine Land.]

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Andy Taylor

Andy Taylor is director of research at Tinuiti, responsible for analyzing trends across the digital marketing spectrum for best practices and industry commentary. A seasoned marketer with 9-plus years of experience, he speaks frequently at industry conferences and events.