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Lesson #19: Never Put More Than One Keyword Type In the Same Ad Group or Campaign

Campaign Structure, Default / By

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 …

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Background: The Four Different Types of Keywords

Background, Terminology / By

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 …

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Lesson #17: Send Customers To The Most Relevant Landing Page

Campaign Structure / By

An advertiser has a beautiful expensive landing page or homepage that shows off the large array of products available on their site. But that doesn’t mean it’s the right page to send paid traffic to.  Always send paid traffic to the most relevant page possible on the site. It may be a search results page, it …

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Background: A Note on Conquesting Keywords

Background, Campaign Structure, Networks / By

Conquesting Keywords refer to keywords that are competitor’s brand names or terms. Advertising on competitor’s keywords is a very contentious topic in the industry, but here are some words of wisdom: 1. Do NOT expect strong performance from a conquesting campaign. You won’t get it. Quality scores will be low, CTRs will be low, and …

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Lesson #14: When Possible, Use The Ad Group’s Keywords in Its Ad Copy

Campaign Structure / By

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 …

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