Advantages and disadvantages of modified broad match
Posted: Wed Jan 22, 2025 8:35 am
Advertisements are more likely to be delivered with keywords that match the user's intent
Ad click-through rates tend to be higher than broad match
Disadvantages
There is a possibility of losing conversion opportunities [Keywords that can only be picked up by partial match]
It is difficult to measure the expansion of results
Which to use? Broad match vs. modified benefits of reaching overseas chinese consumers in europe broad match [How to get the most out of your search results]
If you have to use one or the other, it’s better to use broad match modifier.
Partial match gives the impression of over-expanding the keywords entered.
For example, here is an actual example:
Partial match keyword: Construction annual salary
Actual search query: Programmer annual salary
If names of programmers or companies in other industries are considered keywords similar to construction or are displayed based on users' recent search behavior, I feel that this is a bit of an over-expansion.
In particular, when clients with limited budgets actively use partial match, they may end up with an increase in traffic from less relevant search terms, making management difficult.
Therefore, it is best to prioritize modified broad match when running your ads.
When should you use partial match? [Recommended patterns]
In the previous section, we mentioned that you should first use modified broad match, but some of you may be wondering, "So when should I use broad match?"
If you are going to use partial match, it is recommended that you do so when you have a certain amount of budget to spare.
Next, we will introduce some recommended patterns for using partial match.
I can't think of any keywords (I have little knowledge of the industry)
Depending on the genre, you may not be able to think of any keywords, or you may be unsure about the keywords you have researched and set yourself.
In such cases, one option is to set it to partial match at the beginning of operation and see what keywords bring in traffic.
Therefore, if you have no knowledge or confidence in a particular industry, I think it is effective to deliver ads using partial match according to your budget.
Ad click-through rates tend to be higher than broad match
Disadvantages
There is a possibility of losing conversion opportunities [Keywords that can only be picked up by partial match]
It is difficult to measure the expansion of results
Which to use? Broad match vs. modified benefits of reaching overseas chinese consumers in europe broad match [How to get the most out of your search results]
If you have to use one or the other, it’s better to use broad match modifier.
Partial match gives the impression of over-expanding the keywords entered.
For example, here is an actual example:
Partial match keyword: Construction annual salary
Actual search query: Programmer annual salary
If names of programmers or companies in other industries are considered keywords similar to construction or are displayed based on users' recent search behavior, I feel that this is a bit of an over-expansion.
In particular, when clients with limited budgets actively use partial match, they may end up with an increase in traffic from less relevant search terms, making management difficult.
Therefore, it is best to prioritize modified broad match when running your ads.
When should you use partial match? [Recommended patterns]
In the previous section, we mentioned that you should first use modified broad match, but some of you may be wondering, "So when should I use broad match?"
If you are going to use partial match, it is recommended that you do so when you have a certain amount of budget to spare.
Next, we will introduce some recommended patterns for using partial match.
I can't think of any keywords (I have little knowledge of the industry)
Depending on the genre, you may not be able to think of any keywords, or you may be unsure about the keywords you have researched and set yourself.
In such cases, one option is to set it to partial match at the beginning of operation and see what keywords bring in traffic.
Therefore, if you have no knowledge or confidence in a particular industry, I think it is effective to deliver ads using partial match according to your budget.