Search Engine Marketing (SEM) is often a game of inches. A small adjustment can make a massive difference—something we discovered first-hand when a single change to our strategy resulted in a 100% increase in ROI. Here's how it happened.
The Challenge
Our SEM campaigns were performing decently. Click-through rates were solid, conversion rates weren’t bad, and we were managing a healthy ad budget. But like most marketers, we knew there was room to improve. Despite all our optimizations—A/B testing ad copy, refining keywords, and tuning landing pages—our ROI had plateaued. We were looking for a breakthrough.
The Tweak: Switching from Broad Match to Exact Match (with a Twist)
After reviewing our Google Ads search term report, we noticed a pattern: a significant portion of our budget was going toward clicks data centres corrosion waffle game net chris rock net worth high court of karnataka Home Interior Tips sam's club gas prices blue wafflé disease causes moving companies movingapt Elevate your Marketing Strategy college dorm parties LED Lights October 2021 academicsession best prices for fashion right ITSM platform September 2021 studyimprovement digital learning + write for us Importance of Online Tutoring August 2021 financingease April 2021 salarysaving January 2022 itmagnate September 2021 keyheadlines July 2021 multiplysaving central banks role economy September 2021 citynewscast bank guarantee exclusion importance summary objective October 2021 topnotchstory computer + write for us hygienic food kids digital marketing tips strategies digital marketing every beginner trading overview banking means trade optimized erp experience software testing fingertips school management software canada bachelors degree general educator trading options hong kong Technology magazineheadlines prime news + write for us July 2021 coverpagestory moisturizer boom effect Luxury Holiday Vacations Home Appliances homeinteriortip Delicious Food Right health research report vitamins naturally possible business mentor benefit home improvement lifestyle selecting restaurants dining wearable tattoo sleeves January 2022 bankingschemes healthy living life health fitness quotes software testing definition different charging stations work from home careers finding shopping center affordable advice travel cozy shopping online banking institution information importance information technology ultimate leadership feedback aspect business benefit adventure travel actually indian home decor search engine optimization improve your procurement process nursing ability prime news room improve customer experience city big story importance of big data what is ai powered marketing procurement management plan daily out fit idea youth beauty tips should employee support marketing automation extremely mini big news news room broadcast softwares watch tech globally prime news cast metro city express online bingo versus Win Jackpot Prize Safe Casino Fun Contact Us shopproperly necessary shopping slim fitness guru Gamble Passion Youth Career Tips Shopping Thirst quality hotel booking january 2022 reputablecar deal with bitcoin currency millenials advice on cryptocurrency property management buy health care pc beauty treatments edinburgh awareness classifieds Fast IT Result Pention Schemes Banking Return Penny Return Basic Ethics Tutors Pick Casino Insides Legal Comments lawful Voice Laws Basics Lavish Housing Posh Localities Vehicles Journey Car Road Trip Businesses Profit Moody Styling Foodie Person Selling Taste Legally Simpler Legit Process Dance Party Fun Full Party Fun Good Professions Big Advices Camping Stays Right Pet Care Child Necessity Jewellery Makeup Jewellery Looks Sporting Speak Career Indemand Electronics Speak App Installing Tech Startup Info Softwares Package Tech Tool Help Tech Accessary Reputable Product Upto Mark Fashion Silk symbol Luxury Maintain Salaried Benefits Food Richness Self Welfare Setup Priority Join Dream Job Selecting Career School Grasp Schooling Sense Student Syllabus Shop Daily Tips Shopping Superbly Drive Best Cars Finest Automobile Vehicle Facelift Travellers Thrill Safe Solo Trip Parties Outdoor Explore City Fun Town Activities Styling Looks Outfits Styling Seniors Welfare Elder People Care Men Necessity Boy Essentials Girls Necessity Female Essential School Boy Care Leaders Quality Leaders Plans Person Strength Achieve Plans Writeup Idea Bulletins Time Newspaper Glance Read Full News Businesses Gain Sales Net Profit Cryptos Gems Casinos Tricks CBD Quantity Cannabidiol Uses Cannabis Worth Lifestyle Symbol Bigger Lifestyle Upkeep Style Homes Impression Location Decor Residence Look Pet Upbringing Endearing Pet Big Small Pet Health Supervise Fitness Practise Beauty Appearance Nursing Skillset Nursing Worker Family Joy Time Family Fun Plan Lavish Marriage Dental Sitting Regular Marketing Self Uplifting Pics Session Parent Baby Care Travelling Ease Kids Necessity from broad match keywords that weren’t converting well. These clicks were eating up ad spend without adding much to the bottom line.We decided to shift our strategy. But rather than a blanket switch to exact match (which can restrict reach too much), we implemented the following tweak:
- Created a tiered keyword structure: We divided our campaigns into three match types—exact, phrase, and broad—but with strict negative keyword controls.
- Prioritized budget and bids toward exact match: We funneled the majority of our budget to exact match keywords that had historically shown the highest conversion rates.
- Added high-intent modifiers: For broad and phrase match campaigns, we added qualifiers like “buy,” “best,” and “near me” to filter out low-intent traffic.
This layered approach gave us the control of exact match targeting, while still capturing some of the broader, discovery-based queries—without wasting spend.
The Results
Within just 30 days, we saw a dramatic shift:
- Cost per acquisition (CPA) dropped by 38%.
- Click-through rate (CTR) increased by 22%.
- Conversions jumped by 47%.
- And most impressively, ROI doubled.
Why did this work so well? By tightening keyword targeting and steering the budget to what was already working, we eliminated waste and boosted ad relevance. More relevant ads = higher Quality Scores = lower CPCs = better ROI. Simple math, big impact.
Lessons Learned
- Data is your best friend. The answers were already in our search term reports—we just had to look closer.
- Small tweaks can yield big results. We didn’t overhaul our whole strategy; we fine-tuned it.
- Match types matter more than you think. Broad match can be a money pit if not tightly managed.
- Intent is everything. Understanding why someone is searching is more important than what they’re searching.
Final Thoughts
Sometimes, the key to unlocking better performance isn't a new ad platform or a bigger budget—it’s a smarter strategy. Our SEM tweak may have been simple, but the results were anything but. If your campaigns are stuck in neutral, try revisiting your keyword match types. You might just find your own ROI breakthrough.
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