Topic: exact match
-
Study: Broad Match Boosts Revenue Per Conversion, But Comes at a Cost
Broad match can significantly increase revenue per conversion when used with automated bidding, though it often raises acquisition costs. Exact match remains the most efficient option with higher click-through and conversion rates, but it generates fewer impressions. Phrase match consistently und...
Read More » -
Google AI Max: Exact Match No Longer Blocks Broad Match
Google has clarified that ads cannot appear both above/below and within an AI Overview in the same auction; they are placed in one location or the other. Only broad match keywords or keywordless targeting are eligible for ad placement within AI Overviews, while exact and phrase match types are no...
Read More » -
AI Max Threatens Match-Type Control
Google's AI Max automated feature can override established keyword match types, reassigning performance credit and obscuring the true drivers of traffic and conversions in search campaigns. The system may not discover genuinely new, valuable queries but often reallocates impressions from existing...
Read More » -
Apple Search Ads Expand: AI Limits Exact Match in PPC
Apple is expanding its App Store Search Ads inventory in 2026, adding new placements beyond the top search result, which will automatically apply to existing campaigns but cannot be targeted separately. Google has clarified that exact match keywords cannot serve ads within its AI Overviews, makin...
Read More »