Keyword match type experiment leads to 96% increase in conversions

college student lifting arm in front of building

One of the top universities in the nation was looking to increase their Master’s program applications through Google Search. For this campaign, we had been using phrase match keywords with decent success.

To improve performance for this campaign, we set up an experiment testing broad match keywords against phrase match keywords. The broad match keywords allowed us to reach more users and drive better performance for the university.

  • 69% more clicks
  • 96% increase in conversions
  • 55% cheaper cost per conversion

 

Analyst, Paid Media at Augurian
Dylan Sherman
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