5 comments

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  Jim Hathaway

  5 months ago

  Craig, I've experimented off and on with stacking bids on match types. One thing that makes me wonder is that sometimes I'll see the "sweet spot" for an exact match end up being a lower bid than either broad or phrase match.
  
  For example, it might sometimes work out that all three match types perform well at an average position range of 3-5, but exact match has a lower CPC and higher conversion rate. Just makes me wonder if stacking bids is always going to reveal the true winner.
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  Craig Danuloff

  5 months ago

  Well as always, we're playing against a black box which may change or inconsistently apply rules - makes interpretation difficult! I have definitely seen cases where higher exact match bids result in lower (than alt match type) CPCs. The tension in the bids is between sending the right signal about the order of importance (although the match type alone should do that) and normalizing ROI across the MTs. I'm leary of average POS because they average such disparate results (as I've blogged). Will see if I can pull a CQ Analyst report showing the average position across match types, and for our own stacks, and see any trends.
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  Jim Hathaway

  5 months ago

  Actually, in the examples I've seen, the exact match bid was highest of the three match types, but the actual average CPC was lowest for exact match. No complaints when that happens, but haven't seen consistent behavior that could be applied to other situations.
  
  Btw, I did read your post on average position, and yes, when you look at the actual distribution in GA it's all over the map!
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• 

  Fishing Vacation

  4 months ago

  this is my favourite blog now
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  Project Mangement Process

  1 month ago

  very interesting post dude.. informative.. and learnt new stuffs...
  reply