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Keyword Match Types

Follower ✭ ✭ ✭
# 1
Follower ✭ ✭ ✭

Why is Exact match-type keywords more costly than Broad/Phrase match-types?

 

Re: Keyword Match Types

Explorer ✭ ☆ ☆
# 2
Explorer ✭ ☆ ☆
Because Google can only earn when people are exactly searching for that term.

In broad/phrase Google have more chances to earn Smiley Happy

Robin

Re: Keyword Match Types

Explorer ✭ ☆ ☆
# 3
Explorer ✭ ☆ ☆
Hi Loukik,

Jokes apart.

This is actually not an uncommon occurrence. What you need to realise is that the CPC there is an average cost. When you have an exact match keyword it tends to be a good performer, but not only for you but for your competitors as well. Thus almsot all competitors will be bidding on the exact match.

With regards to the broad, this keyword is able to match a lot more terms than the exact match and may often enter auctions with a lot less competition thereby getting a lower CPC then the exact match, just by sheer numbers.

That is one explanation, and the most likely looking at the above stats.

What you also need to remember is that some account managers use a scaled bidding approach by having all match types in one ad group and then bidding higher on exact, lower on phrase and lower on broad. This also drives the competition up for the exact match as some advertisers are willing to pay more and thus the auction is more expensive on the whole.

With regards to the jump in CPC the first place I would look at is the Auction insights report. It is most likely to be new competitors on the scene, increasing the competition in all the auctions. Learn more here:
https://support.google.com/adwords/answer/2579754?hl=en

(Explained by Clynton)
Hope this helps.
Robin

Re: Keyword Match Types

Badged Google Partner
# 4
Badged Google Partner
Similar to what other people are saying is that the CPC is an average. Search Terms that cost less are being mixed into the broader matches. The exact match shows a more exact price for the exact keyword. Another possible reason is that you have moved the exact match term into another AdGroup that either has ads of lesser quality or a different landing page. Another possibility is that you are bidding higher on the exact match and spending more on a higher position.

Re: Keyword Match Types

Follower ✭ ✭ ✭
# 5
Follower ✭ ✭ ✭
Hi Robin,
Thanks for your explanation.

Re: Keyword Match Types

Follower ✭ ✭ ✭
# 6
Follower ✭ ✭ ✭
Hi Christopher,
Thank you so much.