Cover The Long Tail Keywords With Broad Match Type

Negative Keywords Tool

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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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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Findings1. Accounts that invest 20% of their spend on Broad Match get 40% total conversions from Broad and BMM match type.

20 % INVEST

IN BROAD MATCH

GET

40 % TOTAL CONVERSIONSFROM BROAD & BMM

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Findings2. 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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Findings3. Broad match did a great job of capturing long tail matches in these verticals.

Job

EducationFinance

Travel

Government

Law

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Best PracticesSome best practices to follow to enable broad match in your account

Dynamic Search AdsAnother way to reach

long tail search queries

Add Negative KeywordsFor poorly performing queries

Automatic BiddingCombine broad match with automatic bidding option

RLSAReach out to those who visited your

site with broad match keywords

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Karooya’s Negative Keywords Tool makes it easy to save 10-20% of your AdWords spend in minutes

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For the original post, visit http://searchengineland.com/new-google-research-can-long-tail-covered-without-broad-match-240764

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