Battle of the Match Types - SME East 2015

Editor's Notes

1. China & Russia emerging markets Searcher behavior & PPC execution is evolving very quickly
2. This graph represents how much longer the query was than the keyword that caught it, showing how much further phrase match stretches than broad or broad match modifier terms Per unique query, Portuguese speakers average 10 words per query Japanese, English, and German speakers average 9 words per unique query French and Italian speakers average about 8 words per unique query Russian speakers have the shortest average per unique query of 7 words Phrase match captures queries, on average, 2 words longer than that of broad match, in most countries In French and German-speaking countries, phrase match captures queries about 2.5 words longer than broad In Russian-speaking countries, given the shorter average unique query length, there is no significant difference in each match types ability to capture queries of varying lengths NOTE: only in German and Italian-speaking countries does broad match modifier capture er queries than broad match
3. French-speaking countries see 41% of unique queries captured by phrase match Italian-speaking areas see the most picked up by broad match modifier German and English speaking countries get more than half of unique queries picked up by broad match
4. Phrase match twice as efficient as broad in most languages (DE, EN, FR, PT) – amplified in Bing Only for Japanese does broad match outperform phrase
5. Often higher CTR likely from better KW fencing
6. Campaign: More effective campaign budget management by match type Easy negative keyword management Less match type cross pollution BUT Many campaigns to manage
7. It’s where the search engines are investing their time It’s where the tool providers are investing their time It’s what your customers want you to do