Google are now including a 4th match type in their search query reports: “Broad Match (Session Based)”. I think it is great to have some reporting about the search history issue so I quickly got to work to see how this match type performed.
I ran a search query report for one of our accounts and then I compared “Broad Match” with “Broad Match (Session Based). Here are my results:
- Just under 2% of all broad match queries were session based. As speculated in my last post I think this number will depend a lot on your vertical and how much you bid per click.
- Click through rates for session based broad match are ridiculously high. For the account I tested the average CTR is 64%! This illustrates the importance of having an advert that is different from the competition.
- The average cost per click is about 10% higher. I think this will be another thing that varies quite a lot depending on the account. For the account I checked the average CPC is normally very close to the CPC bid; I think the cost per click for Session Based Broad Match would be propotionally higher if you have a larger gap between average CPC and max CPC.
- The conversion rate is 14% lower. O’ dear. And I was going to say that things weren’t as bad as I thought.
- Because of the higher CPC and the lower conversion rate the cost per conversion is nearly 30% higher. Cost per conversion is a major KPI for this account. For standard broad match keywords it is just under the target figure. For session based broad match it is well over.
Hello, Google? Richard Fergie here. Can I have my account back?