AI Guide: New customer segments [Video]

Drive incremental conversions with AI-powered Search campaigns

With AI’s growing strength, Brainlabs decided — after running 54 client tests spanning 12 verticals around the world — to firmly position broad match as a key pillar of its Search methodology. In these tests, conducted using Brainlabs’ proprietary tool Hippocampus, broad match keywords outperformed other match types, driving incremental conversions with more cost efficiency than exact match keywords.

“In the past two years, we’ve seen a major transformation in broad match not just being a great way to reach people, but also to drive great results,” said Andy Goodwin, head of search at Brainlabs. “But here’s how to ensure your broad match test fails: measure the wrong metrics. Broad match will find you incremental revenue, but will likely also make your click-through rate and conversion rate go down. If you’re looking at metrics a few steps divorced from final performance, you are going to miss out. As long as …