Exact match impression share
Posted: Sat Dec 21, 2024 3:20 am
Let’s move on to why this keyword flagging feature exists: the importance of continually adding quality queries as keywords .
You might be wondering, "Is it even important to add keywords? If you collect a wide range of queries with partial matches and then filter them with excluded keywords, then adding keywords isn't that important?"
Below, we will discuss the importance of continuing to add quality queries as keywords, along with the second feature that is surprisingly often overlooked: exact match impression share.
Among the impression share metrics, "Exact Match Impression Share for Search Ads" (hereinafter referred to as Exact Match Share) has a slightly different meaning , but understanding this metric can also help you understand the importance of continuing to add high-quality queries as keywords, as mentioned above.
Regarding the specifications of exact match share, AdWords Help explains it as follows:
For those who are not familiar with it, it may seem a little difficult to understand, so here is a simple explanation of exact match share:
What impression share is the keyword(s) you are getting when you consider all of them as exact matches, regardless of their match type?
It is an indicator that can be used to check the following. An example is given below.
In the diagram below, the top and bottom rows each represent the same ad group.
(Top of the figure) The regular impression share is the share for the set keyword "office furniture (broad match)". Because it is a broad match, there are many different queries that can generate impressions, and the share refers to the share for all of those various queries.
On the other hand, exact match share is the impression share when you assume that the keyword you set, "office furniture (partial match)", was "office furniture (exact match)". You can see how much share you gained only for the query "office furniture".
…Even if you understand the specifications, you may still not be able to pinpoint how to use it. So, let’s think about it in a more abstract way.
Share the exact match...
An indicator that lets you know "how philippines whatsapp much advertising is being performed for keywords (strings) that you want to ensure your ads are displayed."
(In order to prioritize understanding the function and getting an idea of how to use it, I will put aside the strict definition and give an abstract explanation.)
For example, if the exact match share of a certain ad group is 40%, you can think of it as "I have a 40% share (or only 40%) of the keywords for which I want to ensure my ad is displayed." The point is that you can intuitively recognize this without worrying about what match types the keywords in this ad group are made up of .
This is because in most cases, regardless of the match type, if you look at the "string" you set, that is, the "exact match," it should be something with high affinity prepared based on the idea of the publisher, so the "share when all of them are an exact match = exact match share" can also be thought of as the "share of keywords for which you want to ensure that your ad is displayed." In other words, it is the share of keywords with high ROI, and it is expected to increase that.
So how can you improve your exact match share?
In many cases, the cause of this lower exact match share is the presence of keywords with broad match types, which may pick up a wide variety of queries and increase the chances that the keyword will not win the auction when it is an exact match for the query.
You might be wondering, "Is it even important to add keywords? If you collect a wide range of queries with partial matches and then filter them with excluded keywords, then adding keywords isn't that important?"
Below, we will discuss the importance of continuing to add quality queries as keywords, along with the second feature that is surprisingly often overlooked: exact match impression share.
Among the impression share metrics, "Exact Match Impression Share for Search Ads" (hereinafter referred to as Exact Match Share) has a slightly different meaning , but understanding this metric can also help you understand the importance of continuing to add high-quality queries as keywords, as mentioned above.
Regarding the specifications of exact match share, AdWords Help explains it as follows:
For those who are not familiar with it, it may seem a little difficult to understand, so here is a simple explanation of exact match share:
What impression share is the keyword(s) you are getting when you consider all of them as exact matches, regardless of their match type?
It is an indicator that can be used to check the following. An example is given below.
In the diagram below, the top and bottom rows each represent the same ad group.
(Top of the figure) The regular impression share is the share for the set keyword "office furniture (broad match)". Because it is a broad match, there are many different queries that can generate impressions, and the share refers to the share for all of those various queries.
On the other hand, exact match share is the impression share when you assume that the keyword you set, "office furniture (partial match)", was "office furniture (exact match)". You can see how much share you gained only for the query "office furniture".
…Even if you understand the specifications, you may still not be able to pinpoint how to use it. So, let’s think about it in a more abstract way.
Share the exact match...
An indicator that lets you know "how philippines whatsapp much advertising is being performed for keywords (strings) that you want to ensure your ads are displayed."
(In order to prioritize understanding the function and getting an idea of how to use it, I will put aside the strict definition and give an abstract explanation.)
For example, if the exact match share of a certain ad group is 40%, you can think of it as "I have a 40% share (or only 40%) of the keywords for which I want to ensure my ad is displayed." The point is that you can intuitively recognize this without worrying about what match types the keywords in this ad group are made up of .
This is because in most cases, regardless of the match type, if you look at the "string" you set, that is, the "exact match," it should be something with high affinity prepared based on the idea of the publisher, so the "share when all of them are an exact match = exact match share" can also be thought of as the "share of keywords for which you want to ensure that your ad is displayed." In other words, it is the share of keywords with high ROI, and it is expected to increase that.
So how can you improve your exact match share?
In many cases, the cause of this lower exact match share is the presence of keywords with broad match types, which may pick up a wide variety of queries and increase the chances that the keyword will not win the auction when it is an exact match for the query.