Analyzing keyword match type distribution and performance

To quickly see the performance of your keywords split by match types and track dynamics, use the below tool:

1. To analyze match type performance, you can select all campaigns, some of them (based on labels or names), or only one campaign. 

2. If you want to compare your metrics for each of the match types to the previous period, switch on the toggle Compare to the previous period. 

3. To drill down to individual keywords, click on the number in the column Keywords next to the match type you want to investigate more closely. 

Based on this analysis, you may decide to change the match type of some keywords, for example, to choose a more restrictive match type or create keywords of a match type you haven't been using. In this case, our tool for bulk changing match type may prove useful.