Topic: exact match
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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...
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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...
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