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Keep It Simple Stupid - the KISS of PPC

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Wednesday, 01 March 2017
in Google

kissA couple of weeks ago I sent out a simple tweet about how I had stopped using phrase match in my PPC campaigns. Which is strange, because my campaigns were almost exclusively built on ranks of phrase match keywords covering a multitude of search queries relevant to my clients' products or services. A few people asked me why... the reason is the launch of broad match modified keywords.

I hated broad match - it just seemed like leaving your car parked with the door open, the engine running and the keys in the ignition. Hey, Google - over here! Come spend whatever you like! And, oftentimes, advertisers were surprised by just how quickly a budget could be depleted. Ta-Daaaaa! No you see me now you don't!

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