How Will Google’s New "Broad (Session Based)" Search Query Match Type Effect You?

By Amanda Sides | Jun 22, 2009
More Articles by Amanda

If you use Google AdWords, you are probably familiar with the term search query match type.The most well-known consist of the exact match, phrase match, and broad match types.While performing a routine Search Query Report this week, I came across a match type that I was not familiar with: Broad Match (Session Based).Google has been making improvements to the SQR in recent weeks, and this added search query match type looks like the newest update.

This table displays the original match types as they would appear in your Search Query Report match type column:

Match Type Table 1

Now that Google has updated the match types, your match type column will now include the Broad (Session Based) category.

In some instances, Broad Match may use queries that the user entered earlier in their search session to determine that an ad is relevant to what they’re looking for…These queries will be marked as “Broad (Session-Based)” to indicate that other queries were considered when matching the keyword against this query. –Google AdWords Help Center

For instance, Bob is attempting to cook dinner for his mom, and knows she has a thing for pickled peppers.So, Bob has been searching for recipes on Google that involve pickled peppers.Once he finds one he likes, he searches for the nearest Kroger by typing Kroger locations; Google may determine that your pickled peppers ad is relevant to show for Bob’s Kroger locations search since in the same session he was looking for pickled peppers.

Match Type Table

So now, Google will not only be taking a look at the user’s current query, but other queries they performed in that same session.

So what exactly is the benefit? According to Google, the added information allows delivery of more relevant ads; considering previous queries helps Google have a better understanding of the user’s intent.One thing to note:when your ad is served based on relevance to previous queries, it will have no effect on the keyword’s quality score.

If you have already noticed this match type popping up in your Search Query Reports, how is it effecting you?  Do you think it will ultimately be beneficial to your PPC efforts? Let me know what you think.

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