26 Jan '16, 3pm

New Google Research: Can The Long Tail Be Covered Without Broad Match?

Google talks all the time about the necessity of broad match. As a representative of Google, I’ve argued the importance of this match type myself . I believe in broad match, but talking to a lot of advertisers, it’s clear that many aren’t believers. The common argument we hear is that heavily built-out exact, phrase or broad match modifier keyword lists are enough to cover the long tail. Luckily, Google is a data-driven company. The product management team for match types actually wonders similar things as you do. Does broad match help you cover the long tail as intended? And can the long tail be covered without broad match? A few months back, the team conducted a study on broad match performance, and I was lucky enough to get my hands on it. Even better, they were willing to letting me write up the results and share them with you. The Methodology Here’s some basic info ab...

Full article: http://searchengineland.com/new-google-research-can-long-...

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