Since June we\u2019ve noticed a new \u201cSearch Query Match Type\u201d on AdWords search query reports: \u201cBroad (Session-Based)\u201d.\u00a0 What is this newly reported match type and how does it affect advertisers?<\/p>\n
Broad (Session-Based) Match Type Explained<\/strong><\/p>\n If I search for \u201clowest roofing quote\u201d and then change my train of thought and start searching for information on a completely different topic such as movie reviews, I may see roofing quote ads while searching for movie reviews.<\/p>\n How does that happen?\u00a0 As long as it\u2019s the same search session, Google will use previous search queries to trigger broad match.\u00a0 Think of it as an enhancement of broad match. If you set your keyword match type to \u201cbroad\u201d in AdWords, Google\u2019s search algorithms may factor in search queries from earlier in a search session to display an ad.<\/p>\n How Often Do Session-Based Broad Matches Occur?<\/strong><\/p>\n Is this done often?\u00a0 Our experience is that it happens only sporadically for most accounts at this time, although Google is always updating its algorthims and redefining what a relevant variation of a broad match term is.\u00a0 It\u2019s certainly not the majority of broad match searches.\u00a0 It varies by account and by keyword.\u00a0 If you\u2019re curious to see if it\u2019s affecting your account, run a search query report and check the \u201cSearch Query Match Type\u201d column to see if it\u2019s affecting your keywords.<\/p>\n It\u2019s worth noting that Google pays attention to its success when extending your broad match in this and other ways.\u00a0 If it makes attempts to show your ad using data from previous searches in the session and clicks don\u2019t occur, it naturally curbs this extension of broad.\u00a0 And that makes sense.\u00a0 It\u2019s not in your interest or theirs to show your ads where Google users don\u2019t find them relevant.<\/p>\n