I just finished checking the numbers for one of our sites, and what I found confirms once again the difference in search vs. content matching.
When using search and content matching...the conversion of Eyeballs to Emails was 15.6%
Since turning the content matching off - 26.8%
Same daily budget.
Nearly double the number of people coming IN to the site...and correspondingly, nearly double the number of people asking for MarketWatch.
A simple change.
Here's Why It Works:
Search matching means someone has gone to google and typed in the specific words "winter haven florida real estate" and have seen your ad.
It's exactly what they were ACTIVELY LOOKING for.
Content Matching means they were looking at the Weather Channel...or some other "winter haven" related site and just happened to STUMBLE on your ad and click out of curiosity.
They were looking for the weather, and just happened to see your ad...it's not the real reason they were looking.
Small difference with BIG implications!