Adalysis Study: Google Ads Match Types Vary by Bidding Strategy
A recent 12-week study by Adalysis has shed light on the varying performance of Google Ads match types under different bidding strategies.
The study found that exact match consistently delivers higher click-through rates (CTRs), conversion rates, and return on ad spend (ROAS), but with fewer impressions. Under Target ROAS bidding, exact match maintains its efficiency edge, but phrase match generates significant revenue with abundant data.
In ecommerce, broad match excels for higher cart values, while exact match is ideal for single-product buyers. However, phrase match often lags behind in cost per acquisition (CPA) and ROAS due to weaker bidding signals from Google. Interestingly, broad match can unexpectedly deliver higher revenue per conversion, despite higher CPAs. Under Max Clicks bidding, broad match captures cheap clicks and lowest CPAs, while phrase match struggles.
Exact match dominates brand and conquest campaigns under Target Impression Share bidding. The performance of Google Ads match types varies significantly depending on the bidding strategy employed. In lead generation, exact match leads under both Max Conversion and Target CPA bidding strategies.
The Adalysis study underscores the importance of choosing the right Google Ads match type based on the specific bidding strategy. Marketers should consider these findings to optimize their campaigns and maximize performance.
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