On this page
The short answer
Sometimes the same words run on two match types, and one costs far more per conversion than the other. Oppy groups live keywords by their words, compares match types that both converted recently, and lists the ones where one costs far more.
Why it matters
An account median can say broad costs about twice phrase overall. It cannot see one keyword where broad costs €120 a conversion and the same words on phrase cost €6. That twenty times gap, same intent, same account, same month, is the finding.
Each such keyword is money spent on the dearer path to a result the account already buys more cheaply elsewhere.
How Oppy decides
The check reads live keywords with clicks over recent weeks and groups them by their words, whatever the match type.
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 | Spend |
| What it reads | Keywords report |
| Needs trustworthy conversions | Yes. It stays silent when the tracking step fails. |
| 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, with Match type, Cost, Conversions and Cost / conv.
- Download the report and sort by keyword text.
- Find the same words on two match types, both with conversions.
- Compare their cost per conversion, and note pairs where one costs far more than the other.
What to do about it
Look at the search terms each version matched. Often the dearer one also catches searches the cheaper one does not, and those are what cost more.
If the dearer version adds nothing, pause it and let the cheaper one take the searches. If it adds good searches, add those as their own keywords and narrow the dear one with negatives.
Terms on this page
Other checks in this area
The checks next to this one in Keyword research, each with its own page.
- Searches that already make money and have no keyword of their own
- One match type is paying more for the same intent
- Keywords with no impressions in 30 days
- A negative keyword switching off one you chose
- Keywords that used to convert and are switched off
- Keywords Google rates well that have not spent in months