Have you ever wondered how many new keywords/phrases are entered into search engines on a daily basis? Well, Google has recently released some information that helps get a better understanding of the real opportunity in using broad matching.
From a recent online Google Update Newsletter, I found a small section that had a “Did you know….?” fact that I found particularly interesting. It stated that 20 percent of all search queries they receive each day are ones they have not seen in the last 90 days, if at all!
That got me thinking about what kinds of numbers are we really talking about? So, I went and found some recent comScore data that showed that Google.com (not the entire network, just Google.com) received around 8 billion searches a month. From there I divided that by 30 and multiplied by 20 percent and came up with the conclusion that:
Google sees around 53 million new* search keywords/phrases each day!
That is a pretty impressive number and really puts the idea and value of broad matching in perspective. Imagine 53 million new searches each day…grabbing 1 percent of those would be nice.
While it is really impressive that Google has millions of new search queries every day, it makes me wonder how many of them are spurred by recent daily news events like the presidential inauguration.
It would be interesting to see what percentage of the new search queries would remain after we apply this filter.
For any advertiser in a specific vertical who has a few years of consistent paid search campaign performance data, the percentage of conversions from new search queries continue to decline over time. This is of course with the assumption that the paid search campaign has been managed efficiently by constantly adding new exact match keywords based on the actual search queries leading to conversions.
Once the percentage of conversions from your exact match and phrase match keywords crosses the 90% mark how much incremental ROI is generated by the broad match terms which might continue to drive conversions from a few tail end keywords
I am definitely not suggesting that this would be true of all clients in all verticals but definitely for a good number of clients who have been doing search for a while.
At that point is it even worth exploring broad match terms although even if there are a millions of new search queries every day.
Markters sometimes forget they are people, too. I’ve had some of my most successful PR and Marketing concepts and strategies come from putting myself in the place of the audience – not the brand or story I’m trying to push. How would you as an individual like to be targeted? What is your own behavior? Do you call it a cabinet or a cubbard? I bet if advertisers paid closer attention to consumer sentiment and conversation — or to their own true selves, and really consider how are people talking and living each day in their own elements, that 1% of 53 million could be an easy win.