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By Manu Malhotra, AMO-Consultant, Adobe
[SEM] Keyword Coverage and Match Type Split: Key to Great Customer Experience
Consumer googles!
You are one shrewd marketer – in your Search Engine Marketing account, the keyword coverage is strong.
Exact keywords get triggered as much as 80% to 90% of the times. And, relevant ad copy is served taking consumer to the correct landing page. Much to your delight, consumer converts, Bingo!
Everything falling in place, that’s too fairy, right?
For us, the Digital Marketers, that is exactly what we want. Everything should beautifully fall in place. Practically, that is far from reality and when accounts go big, spend levels increase, structures become humongous as well as complex it is a job easier said than done.
In such a time, taking control of keyword match type split – making sure it is healthy makes a huge difference.
What is Match Type Split?
Match Type Split is the Revenue/cost share of ‘Exact’, ‘Broad’ and Phrase (and other) match type in your account. This analysis helps the user evaluate the impact of recent account work on account performance by reporting spend and revenue share of each match type over time.
Why does it matter?
A healthy match type split with strong Revenue/Cost share of ‘Exact’ is desired. It ensures most relevant Keywords get triggered and hence customer will be served with most relevant ad copy resulting in a higher CTR. In my personal experience, I have seen significant improvements in CTR by making sure search terms are being analyzed regularly. Frequency and exhaustiveness of implementation of search term reports depends upon various factors such as lifecycle stage (introductory, growth, maturity or decline) of the branded products –such as iPhone and other electronic devices and overall maturity of account. Initially, when these products are about to be launched – customers tend to search a lot about product specifications and features. That is the time to take control of match type split more rigorously.
How Adobe Media Optimizer makes life easy?
Adobe Media Optimizer, a flagship offering by Adobe as part of Adobe Digital Marketing Cloud which works on portfolio theory makes life easy in many ways. As an adjunct functionality to Adobe Media Optimizer, frontier tool provides a simple yet very impactful tool in ‘Match Type’ “[M]”. It provides spend and revenue distribution across match types over the last 30 days. By choosing portfolios we can easily identify which portfolios need more attention – which portfolios (congregation of campaigns with same objectives) have a poor Revenue/Cost share of ‘Exact’ Match type? Whether broad keywords drive irrelevant traffic is also evaluated.
In addition, it also provides Daily RPC, Daily CPC AND Daily RoI for each match type for last 30 days.
What do you achieve?
Aiming at having a high exact match type share by cost as well as revenue along with a healthy quality score results in
- lower CPC
- higher CTR
- higher RPC
- higher ROI
- And to say the least, A Great Customer Experience.
Do share your own stories about how you are creating great customer experience in Search, Display or Social Media marketing. I will be happy to hear and engage.
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This article may be reproduced without my permission as long as it attributes in full and includes a link to this piece. (https://manumalhotra.in/2016/06/06/sem-keyword-coverage-and-match-type-split-key-to-great-customer-e...)