Lesson #19: Don’t Mix Keyword Types
Never mix keyword types. Separate brand, generic, and competitive terms to protect performance and control costs.
conquesting keywords
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.
Background: A Note on Conquesting Keywords
Bidding on competitor keywords (conquesting) is controversial. It rarely performs well, hurts account quality if mixed with other campaigns, and may break advertising laws if done incorrectly. Keep it separate, transparent, and compliant.