• ksmizz

    Appreciate the deep dive on the data Siddharth. One thing, though: as I understand it from the mouth of Google, Quality Scores are always based on the exact match version of the keyword, so your QS for an exact, phrase, or broad match of the same keyword will be the same, even if these other differences in volume, CPC, CTR, etc hold true, which they do. So, the quality score on a broad match would not be lower…it would be the same. If you’re buying the same keyword more than one way, you’ll see this in the Quality Score data. Unless of course, Google doesn’t give away the “true” QS within the UI.

  • http://twitter.com/ludvik ludvik

    Thanks for sharing great data!

    However I wonder about grouping phrase match together with broad match. Isn´t the differnde between broad and phrase quite large?


  • http://www.clickequations.com Craig Danuloff

    Fantastic Data Siddharth. Confirms what many of us have been saying in many dimensions.

    Regarding the Quality Score point, to expand on what ksmizz said. Quality Score should in fact not be worse on Broad Match, because QS is only calculated when the query is identical to the keyword (note this is different than saying it’s based on the exact match version). Theoretically this means that when a query does not equal the broad keyword, the KW’s score from recent similar (geographically) searchers for that Ad Copy is used, but I’ve never seen Google be explicit about that case.

    So I don’t believe QS is the cause of the CPC distinction. On the other hand, by their nature there are many more competitors per auction for a Broad Match keyword, so the Ad Rank results would be very different. I surmise this leads to the increased average CPC. You’re competing against a larger pool of advertisers so the chances of many someone’s driving the bid up are far higher.

    Thanks again for your work and willingness to share this data.

    – Craig Danuloff / ClickEquations

  • http://www.bgtheory.com Brad Geddes

    Craig –

    While what you are quoting is exactly what Google says – I’m seeing more and more examples where it’s not true.

    Same ad group, one ad, same landing page, broad and exact match have widely different quality scores (biggest one I saw was 10 for exact and 4 for broad, another was 7 for broad and 2 for exact).

    So – there’s something else going on there with QS and match types than Google is letting on.