• skydive.ny

    Nice writeup – eager to use that new broad match setting when it rolls around.


  • MadeWillis

    Interesting article, but are you looking at actual queries or just, for example, Adwords keywords? If it is Adwords, how many 5 word+ keywords are actually in those accounts? I think the could easily skew your data if you are not looking at actually queries.

    You are spot on in regards to keyword mapping, especially for low volume search keywords (Yahoo was the king at this). I’ve added a keyword of 5 or 6 words (exact match) and then tried to get the corresponding ad to display and I can’t do it. Google would show a broad or phrase match of a more expensive 2 word keyword indicating either (A) that Google is trumping the less expensive keyword with the more expensive one to make more money, or (B) the ad algorithm is overpowered by the quality score of a more heavily searched keyword.

    Regardless, I could see how data in the experiment makes sense for advertisers in some situations, but the long-tail should not be ignored by SEOs.

  • http://www.efrontier.com sidshah

    I actually looked at search terms in a campaign and not queries. I did so on purpose. You can get query breakout from Hitwise or a different thrid party source. However, I wanted to see what it meant for SEM. The clients I chose are big spenders with millions of keywords with thousands of very long keywords in their campaigns. So in this sense I have avoid biasing the result. My main interest was to see if the search engines map queries to longer length search terms or do they map into broader matched expensive keywords. The evidence points to the latter.