The cost per click for Session Based Broad Match

The cost per click for Session Based Broad Match would be proportionally higher than my broad match keyword. why its like that?

Thanks,
Satyappc

 

This session based broad match is something very new in Adwords. Explanation of what it is can be found here:

http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=74246

As to why it costs more, from the explanation of what it is makes sense. Your keyword is seen as more relevant and those tend to cost more.

Personally, I try to limit broad matches as much as possible and my broad matches are longer tailed.

 

You may be buying broad match keywords that are not so relevant to your product(s). Try using more exact match keywords.

 

broad match is not a good idea unless you're doing keyword research.