Master Marketing Blog

Background: Networks: The Wide World of Facebook

Background, Networks

Facebook is not a search network. Unlike Google and MSN, it does not have a search component, nor does it have a network of sites on which it shows its ads (content network). Rather, Facebook only … Read More

Running Ads on the Yahoo Network

Uncategorized

When it comes to cost-per-click (CPC) display advertising, the two main display networks are the Google Display Network (GDN) and the Yahoo Display Network. When we discussed the two main search networks, Google & MSN, … Read More

Background: Search Networks: Google & MSN

Background, Networks

The two biggest search networks are Google and Microsoft Bing (MSN). There used to be a third big search network, Yahoo, but in 2010, Yahoo and MSN combined their networks, and now, advertising through MSN … Read More

Lesson #8: Do Not Use More Than One Match Type In The Same Ad Group

Campaign Structure, Default

Now that we’ve reviewed the different types of keyword match types, let’s discuss how to use them in practice. To start off, do not use more than one match type in the same ad group. Rather, … Read More

Lesson #7: Do Not Block Relevant Search Queries With Negative Keywords

Campaign Structure

What are relevant search queries? It’s pretty self-explanatory, but they are search queries that match content the user is looking for. We have discussed the various match types and how to use a search query … Read More

Background: Negative Keywords & Negative Keyword Match Types

Background

Negative Keywords allow advertisers to keep their ads from showing up for certain search queries. Like normal “positive” keywords, negative keywords also utilize the same keyword match types. It’s possible to have broad match negative keywords, … Read More

Keyword Match Types Explained

Google Ads Tips, Google Adwords, Google Search Ads, Google Updates, Uncategorized

Google has four different keyword match types: To build a successful Google Adwords campaign, it’s important to understand the different keyword match types that Google offers. Broad Match – Ads will show up whenever the user searches … Read More

Lesson #6: Have More Than One Ad Running At A Time

Campaign Structure

Whether your campaign is running in Facebook, Google AdWords, or Bing Search, whether it’s a display campaign or a search campaign, one rule always applies: always have more than one ad running at a time. If … Read More

Lesson #5: Search Query Reports: A Marketer’s Best Friend

Campaign Structure

Whether you want to pull them at the MCC level or through the AdWords interface, nothing is more important in determining the effectiveness of your search marketing program than looking at your account’s search query … Read More