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Search Exact Match Impression Share 100%, despite no Exact Match keywords.

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# 1
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I have recently split a number of campaigns by match type, using BMM & EXM. 

 

My BMM campaigns have maintained a 100% Exact Match IS, despite there being no EXM keywords in the campaign & having a comprehensive negative matching strategy between BMM & EXM campaigns (not making use of PHM). A review of the search terms report also shows no EXM matched queries. 

 

Has anyone seen anything similar? 

 

If so, any idea what would cause it? 

Re: Search Exact Match Impression Share 100%, despite no Exact Match keywords.

Explorer ✭ ✭ ☆
# 2
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Hi Kevin,

To use Googles description of the Exact Match IS metric:

The impressions you've received divided by the estimated number of impressions you were eligible to receive on the Search Network for search terms that matched your keywords exactly (or were close variants of your keyword). Not available for Shopping campaigns.

So this means it's the 100% of times the query matched exactly your keywords, regardless of match type

Ali

Re: Search Exact Match Impression Share 100%, despite no Exact Match keywords.

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# 3
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Thanks for your reply Ali.

I thought that my negative keywords matching would've removed that possibility?

For example, I have +home +security as a keyword in my BMM campaign, with negative keyword [home security]. So terms generated from that keyword cannot be exact match. This holds for the entire account, there are no instances where terms can exact match to the related BMM keywords. This is confirmed by the search terms report not showing any exact matched terms.

Does that line of thinking make sense?

Re: Search Exact Match Impression Share 100%, despite no Exact Match keywords.

Explorer ✭ ✭ ☆
# 4
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Hi,



That is unusual – could you screengrab the top row with all the column totals for that keyword?



Ali

Re: Search Exact Match Impression Share 100%, despite no Exact Match keywords.

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# 5
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That keyword was just an example, here's a screengrab of another:

 

 

Capture.PNG

 

And here are the related search terms: 

 

Capture2.PNG

 

Nothing showing as an Exact Match.. Very confusing! 

Re: Search Exact Match Impression Share 100%, despite no Exact Match keywords.

Explorer ✭ ✭ ☆
# 6
Explorer ✭ ✭ ☆
It might be the case that, since the calculation is exact match impressions / eligible exact match impressions, you're being eligible to receive as many exact match impressions as you received.

So if you received 0 exact matches, and you were expected to receive 0, it would appear as 100% and the same for 2/2, etc.

Ali

Re: Search Exact Match Impression Share 100%, despite no Exact Match keywords.

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# 7
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Thanks for taking a look Ali.

If I find anything conclusive, I'll update on this thread.

Cheers!