Pet Supplies Case Unitix Study

Broad structures or exacts?
A product from the Pet Supplies niche was in the top - 1. Advertising structures were built mainly on broad match types. We received the request from the client to move ads to more controlled structures.
This is the case when exacts are much more expensive for clients, and at the same time are less effective than broad match types.

Since the product has been working for quite a long time, we assumed that the broad structures gathered enough statistics to transfer the main structures to exacts (with the help of search terms) and avoid additional expenses.

Right in the first stages of transitions, it became apparent that it was much more expensive to get traffic on exacts.
At the next stages, it became clear that the efficiency of the product (taking into account the conversion and bids on exact structures), not only wouldn’t be better, but it would fall, roughly by 50%.
So we decided to reverse the broad structures and work on the negatives in order to improve efficiency. And it was a successful strategy.

So, there is certainly a grain of truth in the fact that exact structures are more controllable and often work more efficiently. But every product is unique and requires a unique approach.