• Search Engine Journal, Wednesday, September 2, 2009 4:45 PM

Brian Carter tells us that Google recently added another broad match called "session-based," which means searchers continue to see ads based on earlier search queries. This could cause irrelevant searches within the same session, he writes.

To demonstrate the influence it will have on click-through rates and conversions, he refers to a blog post from Richard Fergie at SEOptimise that describes a scenario with one of its clients. Through the data, Carter provides a chart that compares findings to quantify the outcome of session-based broad match.

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