{"id":691009,"date":"2025-09-20T05:15:21","date_gmt":"2025-09-20T02:15:21","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/broad-match-drives-higher-revenue-per-conversion-but-at-a-cost-study\/"},"modified":"2025-09-20T05:15:21","modified_gmt":"2025-09-20T02:15:21","slug":"broad-match-drives-higher-revenue-per-conversion-but-at-a-cost-study","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/broad-match-drives-higher-revenue-per-conversion-but-at-a-cost-study\/","title":{"rendered":"Broad match drives higher revenue per conversion \u2013\u00a0but at a cost: Study"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a242e9173049\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a242e9173049\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/broad-match-drives-higher-revenue-per-conversion-but-at-a-cost-study\/#An_Adalysis_study_finds_exact_match_most_efficient_but_broad_match_can_deliver_higher_revenue_per_conversion_despite_higher_CPAs\" >An Adalysis study finds exact match most efficient, but broad match can deliver higher revenue per conversion despite higher CPAs.<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"An_Adalysis_study_finds_exact_match_most_efficient_but_broad_match_can_deliver_higher_revenue_per_conversion_despite_higher_CPAs\"><\/span>An Adalysis study finds exact match most efficient, but broad match can deliver higher revenue per conversion despite higher CPAs.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>With speculation swirling that Google Ads may eventually kill match types, advertisers still need to optimize for today\u2019s reality. <\/p>\n<p>A new Adalysis study of 16,825 search campaigns shows broad match can unexpectedly deliver higher revenue per conversion, even though it often comes with higher CPAs.<\/p>\n<p><strong>By the numbers:<\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Exact match<\/strong> remains the most efficient, delivering higher CTRs, conversion rates, and ROAS \u2013 but with fewer impressions.<\/li>\n<li><strong>Broad match<\/strong> is inconsistent but powerful when paired with Google\u2019s automated bidding signals. Under Max Conversion Value, it outperformed in <em>revenue per conversion<\/em>.<\/li>\n<li><strong>Phrase match<\/strong> is the problem child. Despite decent conversion rates, it often underperforms on CPA and ROAS because Google <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>lies weaker bidding signals compared to broad.<\/li>\n<\/ul>\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1110\" height=\"1106\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Screenshot-2025-09-17-at-22.39.36.jpg\" alt=\"Screenshot 2025 09 17 At 22.39.36\" class=\"wp-image-462147\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Screenshot-2025-09-17-at-22.39.36.jpg 1110w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Screenshot-2025-09-17-at-22.39.36-768x765.jpg 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Screenshot-2025-09-17-at-22.39.36-95x95.jpg 95w\" sizes=\"(max-width: 1110px) 100vw, 1110px\"><\/figure>\n<p><strong>Zoom in: Ecommerce bidding<\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li>Under Max Conversion Value, broad match shines for higher cart values, while exact is best for single-product buyers. Phrase trails badly.<\/li>\n<li>With Target ROAS, exact wins on efficiency, but phrase delivers surprisingly strong revenue when data volume is high. Broad also performs solidly thanks to Google\u2019s signals.<\/li>\n<\/ul>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1097\" height=\"1090\" http: alt=\"Screenshot 2025 09 17 At 22.19.15\" class=\"wp-image-462145\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Screenshot-2025-09-17-at-22.19.15.jpg 1097w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Screenshot-2025-09-17-at-22.19.15-768x763.jpg 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Screenshot-2025-09-17-at-22.19.15-95x95.jpg 95w\" data-lazy-sizes=\"(max-width: 1097px) 100vw, 1097px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Screenshot-2025-09-17-at-22.19.15.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"1097\" height=\"1090\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Screenshot-2025-09-17-at-22.19.15.jpg\" alt=\"Screenshot 2025 09 17 At 22.19.15\" class=\"wp-image-462145\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Screenshot-2025-09-17-at-22.19.15.jpg 1097w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Screenshot-2025-09-17-at-22.19.15-768x763.jpg 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Screenshot-2025-09-17-at-22.19.15-95x95.jpg 95w\" sizes=\"auto, (max-width: 1097px) 100vw, 1097px\"><\/figure>\n<p><strong>Lead gen bidding:<\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Max Conversion:<\/strong> Exact dominates; phrase has higher CPAs, broad delivers cheap clicks but questionable lead quality.<\/li>\n<li><strong>Target CPA:<\/strong> Exact again leads, but phrase holds its own with enough data. Broad lags except when more volume is needed.<\/li>\n<\/ul>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1138\" height=\"1097\" http: alt=\"Screenshot 2025 09 17 At 22.25.28\" class=\"wp-image-462146\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Screenshot-2025-09-17-at-22.25.28.jpg 1138w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Screenshot-2025-09-17-at-22.25.28-768x740.jpg 768w\" data-lazy-sizes=\"(max-width: 1138px) 100vw, 1138px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Screenshot-2025-09-17-at-22.25.28.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"1138\" height=\"1097\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Screenshot-2025-09-17-at-22.25.28.jpg\" alt=\"Screenshot 2025 09 17 At 22.25.28\" class=\"wp-image-462146\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Screenshot-2025-09-17-at-22.25.28.jpg 1138w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Screenshot-2025-09-17-at-22.25.28-768x740.jpg 768w\" sizes=\"auto, (max-width: 1138px) 100vw, 1138px\"><\/figure>\n<p><strong>Other bid methods:<\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Manual CPC:<\/strong> Exact rules, broad mostly used by smaller advertisers chasing volume.<\/li>\n<li><strong>Max Clicks:<\/strong> Broad match captures cheap clicks and lowest CPAs, while phrase struggles.<\/li>\n<li><strong>Target Impression Share:<\/strong> Exact dominates for brand and conquest campaigns; phrase often matches irrelevant queries.<\/li>\n<\/ul>\n<p><strong>Why we care.<\/strong> This study of 16,000+ campaigns shows how match types actually perform under modern bidding strategies. Broad match, often dismissed as wasteful, can drive higher revenue per conversion, while phrase match often underperforms \u2013 meaning the right choice directly impacts ROAS, CPA, and efficiency.<\/p>\n<p><strong>Between the lines<\/strong>. Broad match benefits from Google\u2019s unique bid signals that other match types don\u2019t get, which helps explain its surprising revenue gains. Phrase match, meanwhile, struggles because it lacks those signals despite appearing more \u201ctargeted.\u201d<\/p>\n<p><strong>Bottom line<\/strong>. Start with exact match. Use broad if you want more volume \u2013 and can handle higher CPAs. Phrase is best reserved for larger accounts with enough data to stabilize performance.<\/p>\n<p><strong>The study. <\/strong><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/adalysis.com\/blog\/the-complete-match-type-performance-study-the-best-match-types-by-bid-method\/\" target=\"_blank\" rel=\"noopener\">The complete match type performance study: The best match types by bid method<\/a><\/p>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/broad-match-higher-revenue-per-conversion-cost-study-462142\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>An Adalysis study finds exact match most efficient, but broad match can deliver higher revenue per conversion despite higher CPAs. With speculation swirling that Google Ads may eventually kill match types, advertisers still need to optimize for today\u2019s reality. A new Adalysis study of 16,825 search campaigns shows broad match can unexpectedly deliver higher revenue&#8230;<\/p>\n","protected":false},"author":1,"featured_media":691010,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Auditing-and-optimizing-Google-Ads-in-an-age-of-limited-data.jpg","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-691009","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/691009","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=691009"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/691009\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/691010"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=691009"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=691009"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=691009"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}