New Google Adwords Match Type: Include

It’s time for a new Match Type.

Our friends Broad and Phrase and Exact just aren’t getting the job done anymore. It’s not really their fault – the way people search has changed and they just can’t keep up. Or more accurately, we can’t keep up. Here’s the problem. People are using more and more words in search queries. This has been the trend for a long time, and new data from Hitwise shows the greatest growth in search queries with SEVEN OR MORE words!

query-lengthChanging number of keywords per search query

The growth and diversification of search queries do not work to search advertisers benefit. As queries get longer it becomes much harder to capture them via exact or even phrase match keywords, leaving only for possible acquisition by broad match.

And we don’t like broad match very much.

  1. Broad match is imprecise. It attracts both highly relevant and highly irrelevant search queries.
  2. Broad match wastes money. We pay for all the clicks that come from those irrelevant search queries.
  3. Broad match lowers quality score. We get lower click through rates when our keywords are matched to irrelevant queries – many of which see that our ad isn’t for them and do not click.
  4. Broad match lowers ad position. Google has clearly stated that exacts match before phrase which match before broads. Your broad match ad will only rank highly if few people bid on that query in phrase or exact form.

The Include Match Type I’m sure there are a number of ways to solve this problem.

My suggestion would be the ‘Include’ Match Type. It would enable advertisers to specify a group of words, and then match to any search query which included those words, in any order. This attempts to correct a weakness of the current Phrase Match Type.

If I want to bid on lots of any search queries about dog food, and specifically target ‘dog food discounts’, today I might have to buy the following on phrase match:

  • dog food discounts
  • discount dog food

And of course I’d but ‘dog food discount’ on phrase and exact match too. (see Match Type Keyword Trap for the rational behind that.).

But a search query report (such as the excellent one provided by ClickEquations) would show me many long queries out there that this phrase match won’t cover, including:

  • get dog food at discount
  • discounts on dog food for puppies
  • dog food los angeles discounts
  • discount on purina brand dog food


A ClickEquations Search Query Report showing how queries are matched to keywords

You get the idea. What I really want to do is buy ‘dog food discount’ in the new ‘Include’ match type, so all of the above can be purchased and matched without having to fall to broad match.

And of course I’d add a lot of appropriate negatives to that ad group, tuning it over time by keeping a close eye on the search queries that are matched.

Times are changing Google. We’re spending money every day. Please give us better targeting tools!

What do you think? Any other good ideas for new Match Types you’d like to see?



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