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