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Serving of Ads in Different Match Types

posted Wed, Apr 16 2008 06:11AM

by rsrathnaraj

Joined: Apr 14 2008

Points: 4,735 | Posts: 48

Can anyone give an idea about the following issue in MSN?

I have 3 adgroups for 3 match types. These adgroups contains the same keywords & adcopies.

1. Flowers-Exact(contains only Exact match type keywords)
2. Flowers-Phrase(contains only Phrase match type keywords)
3. Flowers-Broad(contains only Broad match type keywords)

When I take the keyword performance report, the delivered match type in "Broad" match adgroup shows "Exact" match & "Phrase" match even though we have a separate adgroups for "Exact" and "Phrase" match types. Why does MSN behave this way? How they are saying that the delivered match type is Exact & Phrase for the "Broad" match adgroup?

Thanks, Rathna "Yesterday is HISTORY, Tomorrow is a MYSTREY, Today is a GIFT, thats why we call it the PRESENT."!

This post has 1 Reply | 0 Followers

posted Wed, Apr 16 2008 11:25AM

by BrianH - MSFT

Joined: Mar 12 2008

Points: 21,295 | Posts: 272

Hi rsrathnaraj,

This is a great question and it does come up from time to time. Performance reports show data on what keyword match type was used in a search query. However, the data does not necessarily show the match type on which you bid. For example, you bid on a keyword with a broad match and the search query matches it to an exact match. Even though you did not bid on an exact match, the report shows that the impression, click, or conversion was from an exact match, not a broad match.

Hope this helps with the 'strange' results in your data.

Thank you,

Brian H - MSFT