ClickEquations Blog

A Serious Look at Paid Search Marketing Strategies, Tactics & Tools

Match-Type Analysis

After yesterday’s Quality Score analysis template and post, I got to thinking about match type.

So in 15 minutes while sitting in a meeting I built this ClickEquations Analyst template which analyzes a full paid search campaign in terms of how much cost and revenue is occurring at each of the Google Match Types:

match-type-analysisClick Image To Enlarge

It’s interesting and may need some more tweaks and consideration to make it truly useful, but I do think these taken together help get a 360-degree view of campaign performance and structure.

Template available to ClickEquations clients and trial users. Gee ClickEquations Analyst is cool.

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  • Martin Perron
    Hi Craig -

    Nice visual display of match type distribution across a campaign. I wonder if trending the % on daily basis would be interesting to see if a campaign has a growing dependance on a specific match type.

    Well done!

    Martin
  • Yes Martin, I've thought of that. Trending these aggregate statistics is a bit of a challenge, but worth figuring out. Probably before trending will be a simple compare to prior period - this month vs last month. That's pretty easy to add to these current versions.

    The next set we're building do change alerts - so you can see day/day or week/week where you've had moves in quality score, AveCPC, ave POS and other metrics. Also working to combine the best of all these into a few pages of dashboards for quick-rich-status views.
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