When looking at FY23 match type level data, at first glance ‘Exact Match’ looks to be doing well in terms of CM
One level deeper, see that most of the +ve CM for Exact is driven by brand keywords.
Looking at only non-brand campaigns, exact match is similar in performance to phrase match keywords
Brand campaign keywords are seen to be +ve CM across match types:
+ve CM keywords across match types look as follows:
Exact Match
Phrase Match
Next Steps:
Try to maximize leadgen by only bidding on +ve CM phrase and exact match keywords
Enable other keywords if/once leadgen from the above seems to have been exhausted at a daily level
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