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Keywords, Match Types and Champions

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...
User is currently offline
on Wednesday, 15 April 2015
in Google

adwords keyword championMost people understand the auction concept that underlies Google AdWords. It's a little more complex than a simple auction, the Quality Score of your keyword determines the ad rank and that either boosts the real value of your dollar bid, or reduces it.

But it's an auction nonetheless.

What many people fail to realise is that before your keyword is even entered into the auction another selection process has already taken place.

Since, for most advertisers, there are any number of keywords within their account that could match a particular search query, Google will decide which has the higher ad rank and, therefore, is the one which should become your account's Champion in the battle for results page dominance.

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Climbing the PPC Learning Curve

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...
User is currently offline
on Tuesday, 31 March 2015
in Google
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Casting a Wider Net with RLSA Campaigns

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...
User is currently offline
on Tuesday, 24 March 2015
in Google

rlsa adwordsThere has been some discussion online recently about how to use keyword match types within RLSA campaigns.

For those who are unfamiliar with RLSA campaigns, these are Google AdWords campaigns which target previous visitors to your site (the RL part - Remarketing Lists) when these people run new search queries (the SA - Search Ads).

For many PPC Managers there is an ingrained aversion to using Broad match keywords. and even for these RLSA campaigns many are reluctant to use anything looser than Broad Match Modified.

This, in my opinion, is an unfounded fear, and you will be doing yourself a disservice if you do not use very generic keywords in Broad Match type for your RLSA campaigns.... and here's why...

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What are you passionate about?

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...
User is currently offline
on Saturday, 21 March 2015
in Marketing

I got a new follower on Twitter this week.

Actually, I got a few, but there's one guy that has made an impact above and beyond the others. Here's the story....

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Is Google’s Business Model Essentially Flawed?

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...
User is currently offline
on Monday, 02 March 2015
in Google

I know… that reads like pure link bait.

It’s not.

It’s a serious question.

I’m not talking about everything Google does; they’re not the worlds richest company for nothing. I’m talking about the Google AdWords platform.

Here’s why I ask the question.

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