Category Archives: Match Types

May 04 2015

It Still Pays to Have Multiple Match Types for the Same AdWords Keyword

While CVM has certainly not been good for the value of phrase and exact match keywords, the notion that Google has so diluted the meaning of the individual match types that they no longer matter is, in short, just not true. The difference in traffic value between different match types of the same keyword is still significant, and worth launching multiple versions of the same keyword to account for.

Nov 19 2014

How Keyword Length Performance Can Impact Smartphone Paid Search Strategy

The differences in smartphone versus desktop/tablet SERPs, the clumsiness of users’ thumbs, and the large difference in CPCs between devices dictate that advertisers have to approach these spaces differently. Naturally, advertisers might be questioning if there are differences in how shorter queries perform versus longer queries.

Sep 04 2014

The Hidden Dangers of AdWords International Broad Matching

One often overlooked feature of Google AdWords campaigns that affects broad matching is that Google determines ad relevancy by the user’s Google Language preferences and not the language of the query entered by the user.

Aug 15 2014

Google AdWords to Ditch Traditional Exact and Phrase Match

Google announced last night that, starting in September, they will no longer respect the intentions of advertisers to have AdWords exact and phrase match function as they have historically. Instead, both match types will now bring in traffic on close variants by mandate.