Lesson #19: Don’t Mix Keyword Types
Never mix keyword types. Separate brand, generic, and competitive terms to protect performance and control costs.
brand keywords
Lesson #18: Bidding on Brand Keywords
Bidding on your own brand keywords may seem unnecessary, but it’s one of the most effective PPC strategies. Brand campaigns deliver higher ROI, stronger control over messaging, and protect against competitors bidding on your name — all at a low cost per click.
Background: The Four Different Types of Keywords
In addition to match types, keywords can be grouped into four main categories. Understanding these keyword types helps you organize campaigns, target more effectively, and build a stronger overall strategy.