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What does "Exact Match IS" mean when paired with Dynamic Search Ads?

Top Contributor Alumni
# 1
Top Contributor Alumni

Someone asked this and I realized I don't know.

 

Normally, EMIS means the percentage of searches that precisly match your keywords that your ads served.

 

Dynamic Search ads, though, don't match searches to keywords--they match searches to website copy. What does EMIS mean in that context?

 

Anyone?


Theresa
Google AdWords Top Contributor
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2 Expert replyverified_user

Re: What does "Exact Match IS" mean when paired with Dynamic Search Ads?

[ Edited ]
Top Contributor
# 2
Top Contributor

Hi Theresa,

 

>> EMIS means the percentage of searches that precisly match your keywords that your ads served. <<

 

EMIS is:

 

the number of precise searches that triggered your ad

                           devided by

           the total number of precise searches.

 

A precise, or exact match, search occurs when the user keyes in a term that is identical to your keyword. When a search triggers your ad you accrue an impression. 

 

My understanding is that EMIS is always associated with a keyword hence I can't fully interpret the query about Dynamic Search ads. Where is that question, Theresa?

 

Best,

Lakatos

Re: What does "Exact Match IS" mean when paired with Dynamic Search Ads?

Top Contributor Alumni
# 3
Top Contributor Alumni

That's how I understand EMIS to work, Lakatos. Although your explanation is much more thorough and precise. Smiley Happy

 

The question came up on Twitter. I haven't been able to find an answer to it but the fact that Google does provide an EMIS number associated with dynamic ad serving suggests that there's something behind it, right?


Theresa
Google AdWords Top Contributor
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Re: What does "Exact Match IS" mean when paired with Dynamic Search Ads?

Top Contributor
# 4
Top Contributor

Yes, that's absolutely correct. There should be something behind it. However since it is not documented by Google, I don't think forum readers can find it out. Everyday logic would say: no keyword >>> no EMIS. 

 

What I think of as a last resort is that when Google crawls your website they internally pick a few keywords behind the scenes, which are most associated with your contents. If that is the case EMIS might be a value linked to those internal keywords. 

 

Let me escalate your query, please....Robot LOL

 

 

Re: What does "Exact Match IS" mean when paired with Dynamic Search Ads?

Top Contributor Alumni
# 5
Top Contributor Alumni

I'm escalated!  LOL


Theresa
Google AdWords Top Contributor
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Re: What does "Exact Match IS" mean when paired with Dynamic Search Ads?

Community Manager
# 6
Community Manager

Hi All, 

 

You should hear an update from a specialist soon. 

 

Thanks for your patience until then, 

Mini