Search advertisers can now further fine tune and get specific with match type performance
If you're using adCenter to run search campaigns on Yahoo! and Bing, you may have noticed the new "URL by Match Type," feature, which is currently in the process of rolling out to all advertisers. This capability provides control and visibility into match type performance, and let's you manage a unique destination URL for each keyword match type within the same ad group.
Here's how it works:
Before URL by Match Type, a keyword could represent any/all of the match types for a given keyword in the same ad group.
| Keyword | Exact Bid | Phrase Bid | Broad Bid | URL |
| Car | $3.00 | $1.50 | $2.00 | www.cars.com |
With URL by Match Type, you can manage each destination URL by match type independently. All keyword and match type combinations will now be unique.
| Keyword | Match Type | Bid | URL |
| Car | Exact | $3.00 | www.cars.com/…/exact |
| Car | Phrase | $1.50 | www.cars.com/…/phrase |
| Car | Broad | $2.00 | www.cars.com/…/broad |
| Car | Content | $1.00 | www.cars.com/…/content |
As a result of this new functionality, you'll have:
• Improved keyword by match type optimization and more granular management (establishing a unique destination URL, params, and pause/delete individual keyword-match type combinations).
• A better user experience when working between adCenter and Google AdWords- eliminating the need for workarounds and facilitating more complete and accurate campaign data imports.
You don't have to change anything in your account to accommodate this. If, however, you want to make a few tweaks to really improve performance, here are some suggestions:
To prepare your account before URL by Match Type you can work with your Yahoo! Account Manager to:
- Move low volume keywords to new ad groups if you're at risk of exceeding the 10,000 keyword per ad group limit.
- Remove keywords that do not receive any impressions.
- If you triplicate keywords across campaigns and ad groups, remove $0.05 bids used to regulate traffic and implement phrase and exact negatives to regulate traffic instead.
- Remove keyword duplicates bidding on same match type. You can still consider moving all match types in the same ad group or using triplication with negatives.
- Maintain separate campaigns for Content Ads.
Once your account is enabled, we encourage you to:
- Review your tracking data. This will ensure that the new IDs and URLs are being reconciled correctly if you use an analytics tool or SEM tool provider.
- Check for editorial declines. Let your account team know if you see any of the newly created keyword match types get declined.
- For a new keyword, assign a unique tracking URL. This allows you to track both the keyword and match type.
- Add keywords to ensure all match types are covered. For example, if you've only bid on "car insurance" for broad match and not for phrase or exact match types.
- If you triplicate keywords across campaigns and ad groups: If you still use the forced minimum bid strategy (see #3), delete the forced minimum bid keywords and implement phrase and exact negatives instead. No action is needed if you use phrase and exact negatives, or only have one match type per ad group.
If you have any questions, reach out to your Yahoo! Account Manager, who will be happy to check your campaigns and implement any necessary changes!
---The Team
