Broad match is an efficient way to drive traffic to your business. Not only that it is a chosen medium to reach out to long tail search queries which are somehow not tapped by other match types such as phrase or exact match. Here’s an interesting study conducted by Google that sheds some light on how broad match is crucial in long tail coverage.
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Cover The Long Tail Keywords With Broad Match Type
1. Cover The Long Tail Keywords With Broad
Match Type
Negative Keywords Tool
2. A recent study conducted by Google focused
on the importance of broad match keywords
to cover long tail queries.
Here are the findings of the study that shows how broad match impacts the PPC account
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3. Methodology
• A long tail query is a query with 10 or more
impressions in a period of 28 days during the Quarter
2, 2015.
• The study was conducted on advertisers that assign
more than 20% of their spend on Broad Match
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4. Findings
1. Accounts that invest 20% of their spend on Broad Match get 40% total
conversions from Broad and BMM match type.
20 %
I N V E S T
IN BROAD MATCH
G E T
40 %TOTAL CONVERSIONS
FROM BROAD & BMM
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5. Findings
2. Broad match cover one-half of the long tail conversions, followed by BMM
covering one-third and other match type with one-sixth of the conversions.
Broad
Phrase + Exact
BMM
LONG TAIL COVERAGE
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6. Findings
3. Broad match did a great job of capturing long tail matches in these verticals.
Job
Education
Finance
Travel
Government
Law
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7. Best Practices
Some best practices to follow to enable broad match in your account
Dynamic Search Ads
Another way to reach
long tail search queries
Add Negative Keywords
For poorly performing queries
Automatic Bidding
Combine broad match with automatic bidding option
RLSA
Reach out to those who visited your
site with broad match keywords
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8. Follow us at @karooya
Karooya’s Negative Keywords Tool makes it easy to save 10-20% of your
AdWords spend in minutes
Learn more at www.karooya.com
For the original post, visit http://searchengineland.com/new-google-research-can-long-tail-covered-without-
broad-match-240764
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