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 a Senior Research Analyst at RKG, responsible for analyzing trends across the digital marketing spectrum for best practices and industry commentary. A primary contributor to the Merkle | RKG Blog, Dossier, and quarterly Digital Marketing Report, his 4+ years of experience have seen him master and provide valuable insights into topics that extend across paid search, comparison shopping engines, display advertising, SEO, and social media. Prior to coming to RKG, Andy worked as an event organizer for a political campaign and dabbled in freelance writing. A graduate of the University of Virginia with a degree in Economics, he likes to spend his free time watching documentaries and selling homemade ice cream sandwiches at farmer's markets with his girlfriend.