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

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

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, separate the different match types into different ad groups — one for each match type. There are several reasons …

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

We have discussed the various match types and how to use a search query report to ensure that your ads show up for the appropriate search queries. Before we go much further in our discussion of match types, it’s important to address an important caveat: Make sure your negative keywords do not keep your ads …

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