We’ve talked about not running too many keywords (if any) on broad match, but recently we’ve seen a lot of cases of the inverse – people wanting to run only on exact match. Don’t do this either! If you run too many keywords on exact match, you won’t be able to gain any query information …
Some brand names are fairly common. Others are named after common objects. But unless you’re “the Cheesecake Factory,” many of these brand names may not work well for search. For example, a search for “Sound-Bar,” the popular Chicago nightclub, yields many ads for sound bars, a now popular piece of electronic equipment. “Next,” the amazing …
Lesson #27: Beware Of Keywords With Multiple Meanings Read More »
When it comes to search, a keyword should only ever show up once in an account. Having keywords in different places eligible to show ads for the same search query can lead to two key things. First off, the advertiser is bidding against themselves in the bid auction, increasing the amount they are paying per …
Lesson #22: Remove All Duplicate Keywords From Search Campaigns! Read More »
Yesterday, we discussed bid rules. But while bid rules can carry out a logic indefinitely, they do not regulate themselves. As a result, it is important to keep an eye on bid rules, and actively manage them. They are not “set it and forget it.” For example, many an advertiser has accidentally competed against themselves …
Lesson #21: Bid Rules Are Not Set It And Forget It Read More »
As we continue this week’s foray into keywords, it is important not to forget about long tail keywords. Long tail keywords are keywords, generally 3-5 words long, that a user would encounter when looking for a more specific query. While “shoes,” or even “red shoes,” are not long tail keywords, “red steve madden pumps” is …
Earlier this week, we discussed the four different types of keywords: brand, non-brand/generic, competitive and long-tail. Since long-tail keywords can fall under any of the other three categories though, for today’s discussion, we will only refer to the three main keyword types: brand, non-brand/generic and competitive. When it comes to these types of keywords, never …
Lesson #19: Never Put More Than One Keyword Type In the Same Ad Group or Campaign Read More »
Not only are there a variety of keyword match types, but there are also different types or categories of keywords that are commonly used to help classify the different keywords within an account. Understanding the four different types of keywords will make it much easier to understand and plan the strategy for an account. The different types …
Background: The Four Different Types of Keywords Read More »
The good digital marketers all know one big secret – they test, test, and test some more. Testing is digital marketing’s largest advantage when it comes to the advertising space. Because the field is quantitatively driven and user controlled, it is possible, especially in transparent systems like Google, Bing, and Yahoo, to measure the results …
One of the key factors that determines whether an ad shows up for a particular search query is how relevant the algorithm determines the ad to be to the query. At the same time, by providing users with ads that contain the keywords in their search queries, it’s more likely the user will find the …
Lesson #14: When Possible, Use The Ad Group’s Keywords in Its Ad Copy Read More »
In Google AdWords, the plural version of a keyword is not the same as its singular version. As a result, Google counts plurals as separate from singulars in search query reports, when determining which ad to show for the search results, and when determining keyword match types. It is therefore incredibly important to include both …
