Battle of the Match Types - SME East 2015

#SMX #22B @KatyTonkin


Hi! I’m Katy Tonkin!• VP of Digital Strategy at Point It• Passion for International PPC• Love to cook & read crappy books on my Kindle while on airplanes

• Hate email chains more than 4 emails long – pick up the damn phone

• Really dislike bio slides• Might have a potty mouth (sorry)


What Are We Talking About This Morning Brain?

Your Time is Precious! It Can Likely Be Spent Doing Better Things Than Match

Type Segmentation.



Global Search Engines


Why Should You Care?

24% of population lives in Countries where Google isn’t the Top Dog


Match Types in International Engines

Brace Yourselves. A Ton of Words About International SE Match Types Is Coming.



Baidu Match TypesMatch Type

Function Sample Keyword What Will Show Parity to Google?

ExactIf ads & landing pages are extremely relevant, the exact keyword group will appear above the organic results on the left.

Exact Match Exact Match

Phrase-Core

Ads appear on exact phrase, even if they include one or more words before or after it, additional word in the middle of your keyword and words in any order, exclude one or more words before or after it or word in the middle of your keyword

“{new iphone}”

New iphoneshanghai new iphoneNew red iphoneSpecial edition iphone

Phrase Match with varying

modifiersPhrase-Synonym

Ads appear on exact phrase, even if they include one or more words before or after it, additional word in the middle of your keyword and words in any order

“new iphone”New iphoneshanghai new iphoneNew red iphone

Phrase-Exact

Ads appear on exact phrase, even if they include one or more words before or after it “[new iphone]” New iphone

shanghai new iphone

Broad Ads appear on the right of search results and compete with ‘right match’ ads for position. Broad Match Broad Match


Yandex Match Types

Operator Function Sample Keyword What Will Show Parity to Google?

+“Fix” prepositions, conjunctions, & pronouns which wouldn’t normally show in Yandex

Home +in SeattleHome in SeattleSeattle Home in Wallingford

Not in Google/Bing

! Fix word New! York! Hotel!New York HotelCheap Hotel in New York City

Modified Broad Match

“ “Show only words in between “ “ in any order, but no words between them

“winter coat” Winter coatCoat winter

Phrase, MBM, & Exact mind

melded

- Exclude specific words Date idea –cheap Date ideaBad date idea

Negative Keywords

[ ] Fix Word Order Cell phone Buy cell phoneCell phone accessories Phrase Match


Naver Match TypesNaver Match Types

Exact Match Only#SMX #22B @KatyTonkin


International PPC Problems

Just Realized That I Can’t Copy My Google Campaigns



What About That Battle?

Isn’t this supposed to be a BATTLE?!



NaverExact match only

BaiduSame keyword w/multiple match types can’t be in same ad group

YandexSegmentation only for budget management

International Engine BattleSegmentation

Wins(by default)


What Did We Find?

2M keywords over 12 months

Pulled query & match type matched

Aggregated by campaign language

What about Google, Bing, & Yahoo?



Query Length by Language + Match Type

PT JP DE EN FR IT RU -

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

9.0

Broad Broad Match Modifier Phrase

*

*Japanese Characters


% of Times a Query Triggered an Impr by Match Type

FR PT IT JP EN DE RU0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

Broad Broad Match ModifierPhrase Exact


ROI by Match Type + Language

DE EN FR IT JP PT RU

Broad Exact Phrase


Why Did I Just Show You All That?





Looked and felt really good

No significant impact to CPC, Revenue, or ROI

We’ve Tested Match Type Segmentation


Segment Structure into Match Type Specific Campaigns When… Need control over budget & other settings

Segment Structure into Match Type Specific Ad Groups When... Need to leverage modifiers or ad group

settings

The Final Word


Otherwise…


THANK YOU!

SEE YOU @SMX WEST

SAN JOSE, CAMARCH 1-3, 2016

Marketing

Battle of the Match Types - SME East 2015