On this page
The short answer
Oppy compares what a typical click costs on broad match keywords with phrase, or exact when there is no phrase, inside the same account. When broad costs clearly more, it says so.
Why it matters
Broad match reaches more searches, and some of them are pricier than the ones a tighter match type would have bought. Paying more per click is fine if those clicks convert better. Often they simply cost more for the same intent.
The comparison only means something inside one account. An outside benchmark for broad versus phrase prices mixes industries, countries and bidding strategies until the number describes nobody.
How Oppy decides
The check runs when the account has keywords with clicks in at least two match types.
Checks that weigh money or clicks judge what they find on your own account's numbers, not on one figure applied to every account, so what counts as a problem on a small account is not the same on a large one. Checks on settings read how the account is set up.
When there is too little to go on, the check says so instead of guessing. A finding always comes with the rows behind it, so you can read the evidence before you decide.
| This check | |
|---|---|
| Step of the audit | Structure |
| What it reads | Keywords report |
| Needs trustworthy conversions | No. It does not wait for the tracking step. |
| What happens next | Reported in the audit with the rows behind it. The decision stays with you. |
Check it yourself in Google Ads
- In Google Ads, open Search keywords for the last 30 days and add the Match type, Clicks and Avg. CPC columns.
- Download the report and keep keywords with clicks.
- Work out the median cost per click for broad, and for phrase or exact.
- Compare the two medians. When broad is clearly higher, the gap is worth a look.
What to do about it
Compare cost per conversion as well as cost per click. If broad converts at a similar cost, the higher price is buying real results.
If not, look at the broad keywords' search terms and move the converting searches to phrase or exact keywords, keeping broad for discovery with a tighter budget.
Terms on this page
Other checks in this area
The checks next to this one in Keyword research, each with its own page.
- Keywords with no impressions in 30 days
- Searches that already make money and have no keyword of their own
- A negative keyword switching off one you chose
- The same keyword bought at two very different prices
- Keywords that used to convert and are switched off
- Keywords Google rates well that have not spent in months