Keyword Match Type Parity

January 7th, 2013

Using broad match as your keyword discovery tool will help you expand the keywords in your account and once you have found good performing keywords its smart to add them as phrase and exact match too. With the same keyword on broad, phrase and exact match, results can be segmented based on match type and optimization strategies can be implemented for each keyword.

With a big account its easy to lose track of keywords that are active in broad match but not exact or phrase. Vlookup is one way to do this and another is using Google Analytics.

In Google Analytics go to Advertising > Keywords and then in the upper right hand corner of the data table click the Pivot button. Then pivot by Match Type and for the pivot metrics you can choose visits and revenue to see how efficient they are.

Pivot data in Google Analytics

Download the report in CSV (to add more rows than 500 look for rowCount%3D in the URL and add the amount of rows you want after the D) and sort visits descending under the broad match column and then filter the exact match column to only show 0. Now you can see the keywords that are driving revenue in broad but not in exact. Add these keywords as exact for more insight and flexibility.

Entry Filed under: PPC

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Hi, my name is Zach Olsen, internet marketing professional, web entrepreneur & proud dad. Read more...

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