Keyword Matching Type Optimization
Conversion based or ROI based keyword bidding is an essential automation feature for optimizing lead/sales driven search campaign. Unfortunately, it does not guarantee improved conversion count and cost/conversion simultaneously no matter how sophisticated the logic is.
The reason for this limitation is its dependency on keyword inventory. If current keyword inventory or keyword matching type is poorly designed, campaign performance may not improve enough to see positive changes and at best, campaign will gradually die away. While keyword inventory optimization cannot be automated because of complex nature, ClickSweeper automates one of important keyword optimization. We call it keyword matching type optimization.
With our new keyword optimization feature, the under-performing keyword will be given a new opportunity with the addition of a new matching type keyword.
Let me illustrate with an example. Let’s assume you run a business that sells tennis shoes. You submit ‘tennis shoes’ as a keyword. However, this keyword is a broad matching type since this keyword matches the search string of 'tennis', 'shoes', running shoes', and 'tennis sneakers'. Your goal for this keyword was $20 cost/sale. But, it turns out the actual cost per sale is $40 because the broad matching search strings listed above will trigger Google paid ads. Since the $40 cost/sale does not meet your cost/conversion goal, ClickSweeper penalizes this keyword adjusting the bid price downward. Once this keyword is demoted, click count will be down drastically and campaign may lose conversion count.
Under the example described above, our new Keyword Matching Type Optimization feature will automatically add a highly targeted matching type. With new keyword addition, your ad would only be triggered when the entire phrase ‘tennis shoes’ becomes part of the overall search string. This in turn will improve conversion performance of the keyword and prevent it from losing conversion opportunity.
Since there are 3 matching type, optimization logic adds a new matching type that is one level up in matching scope. That means broad matching keyword will add phrase matching keyword and phrase matching keyword will add exact matching keyword. Since modified broad match is considered as broad matching, it will trigger phrase matching keyword for optimization.
ClickSweeper has 5 distinct keyword bidding options to optimize bid price. Now, with the introduction of Keyword Matching Type, ClickSweeper maintains your PPC campaign keyword integrity by automatically adding highly targeted matching type keywords to poor performing keywords, preventing conversion count drop.