Serena

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  1. 78 votes

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    We appreciate your feedback. We do not currently have plans to roll back the update to exact match, which included synonyms/implied words/same search intent. Our algorithms are constantly learning to improve the matching quality and we closely track close variant performance. For many advertisers, we have seen lower CPAs and higher CTRs for EEM compared to True Exact. It should also be noted that we will prefer true exact matches over any close variant where applicable. We will continue to monitor close variant quality as well as incorporate your feedback into our planning around any algorithm changes. We encourage you to continue to open support tickets if you are dissatisfied with the traffic your campaigns are receiving.

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    Serena commented  · 

    Thanks for sharing your concerns! At this time, we have no plans to and don’t foresee rolling back the close variant expansion to synonyms/implied words/same search intent. We closely monitor the quality of all EM at the marketplace level and have seen that EEM CVR is comparable to True Exact CVR, and EEM CTR is in fact slightly higher than True Exact CTR. We're always continuing to monitor and adjust our algorithms to maintain our quality thresholds.

    For those advertisers that are uniquely impacted by the changes, please continue to open support tickets – our engineering team closely reviews the matches and patterns that cause DSATs and takes that into account.

    In the meantime, we’re partnering with our Reporting team to distinguish our close variant matches in the Search Term Report, to better allow our customers/AMs to manage their expected matches and negatives negatives.

  2. 36 votes

    We're glad you're here

    Please sign in to leave feedback

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    We’ll send you updates on this idea

    We appreciate your feedback. We do not currently have plans to roll back the update to exact match, which included synonyms/implied words/same search intent. Our algorithms are constantly learning to improve the matching quality and we closely track close variant performance. For many advertisers, we have seen lower CPAs and higher CTRs for EEM compared to True Exact. It should also be noted that we will prefer true exact matches over any close variant where applicable. We will continue to monitor close variant quality as well as incorporate your feedback into our planning around any algorithm changes. We encourage you to continue to open support tickets if you are dissatisfied with the traffic your campaigns are receiving.

    An error occurred while saving the comment
    Serena commented  · 

    Thanks for sharing your concerns! At this time, we have no plans to and don’t foresee rolling back the close variant expansion to synonyms/implied words/same search intent. We closely monitor the quality of all EM at the marketplace level and have seen that EEM CVR is comparable to True Exact CVR, and EEM CTR is in fact slightly higher than True Exact CTR. We're always continuing to monitor and adjust our algorithms to maintain our quality thresholds.

    For those advertisers that are uniquely impacted by the changes, please continue to open support tickets – our engineering team closely reviews the matches and patterns that cause DSATs and takes that into account.

    In the meantime, we’re partnering with our Reporting team to distinguish our close variant matches in the Search Term Report, to better allow our customers/AMs to manage their expected matches and negatives negatives.

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