Exact Match is widely accepted as the Cadillac of match types in paid search, and for good reason. Queries that exactly match the keyword triggering a paid search ad have the highest conversion rate of any query-to-keyword relationship. When used, a brand can rest assured the searcher is searching for the exact term targeted.
However, while some brands advertise offerings that can be adequately covered by exact match keywords alone, the vast majority of advertisers rely on broader match types to show ads for rare or new query variations.
In the case of brands with ever-changing, expansive product selections, broader match types are necessary to stay visible for queries which aren’t launched on exact match.
After exact match, which match type performs best?
My analysis of a number of high volume retailers that deploy multiple match types shows there might be little difference between phrase and broad match options for actively-managed accounts.
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